“…This is not because context is more important in IB as opposed to generic business research (arguably, it is important in both disciplines). Rather, due to environmental heterogeneity (Matanda and Freeman, 2009), institutional variation (Vachani, Doh and Teegen, 2009), cultural plurality in markets (Johnson, Lenartowicz and Apud, 2006) or workplaces (Freeman and Lindsay, in press) and, overall, the resulting uncertainty (Lee and Makhija, 2009) integral in international markets along with the IB researcher's unfamiliarity with foreign market contexts (Malhotra, Agarwal and Peterson, 1996), all these context-related terms are inherently more complex and multi-dimensional in an international or cross-cultural setting (Cantwell, Dunning and Lundan, 2010;Johanson and Vahlne, 2009;Czinkota and Ronkainen, 2009). This complexity is implicitly reflected in various definitions of contextualisation, too (Rousseau and Fried, 2001;Zahra, 2007;Rousseau and Fried, 2001).…”