“…To the best of our knowledge, there is no academic quantitative study that analyses the COI as a resource for internationalised firms. COI investigations have focussed on analysis from a consumer behaviour perspective (Carneiro & Faria, 2016;Peterson & Jolibert, 1995;Usunier, 2006) and offer little information related to strategy (Morello, 2014;Roth & Diamantopoulos, 2009;Samiee, 2010). From the strategic perspective, existing studies analysing COI as a resource provide only an exploratory construct evaluation through a qualitative or conceptual approach (Agrawal & Kamakura, 1999;Baker & Ballington;orđević, 2008;Chattopadhyay, Batra, & Ozsomer, 2012;Cuervo-Cazurra & Un, 2015;D'Antone & Merunka, 2015;Herstein, Berger, & Jaffe, 2014;Kumar & Steenkamp, 2013;Spence & Hamzaoui Essoussi, 2010;Suter et al, 2017).…”