Table of Contents

LIST OF FIGURES AND TABLES
CHAPTER 1： INTRODUCTION
1.1 SCOPE OF THE RESEARCH
1.2 RESEARCH OBJECTIVES
1.3 CONTRIBUTION OF THE STUDY
1.4 STRUCTURE OF THE BOOK
CHAPTER 2： LITERATURE REVIEW
2.1 DATA SOURCE OF THE LITERATURE REVIEW
2.2 GENERAL STATUS QUO／TRENDS IN RESEARCH ON EXIT BEHAVIOUR
2.3 DISCIPLINE—SPECIFIC RESEARCH ON EXIT BEHAVIOUR
2.4 RESEARCH ON INTERNATIONAL EXIT AND FDI FIRMS' EXIT
2.5 CONCLUSION
2.6 SUMMARY
CHAPTER 3： MODEL DEVELOPMENT AND RESEARCH HYPOTHESES
3.1 FOCUSES OF CURRENT RESEARCH
3.2 THEORETICAL BASES FOR THE CONCEPTUAL FRAMEWORK
3.2.1 The ESP Paradigm
3.2.2 Fit Theory
3.2.3 Dynamic Capabilities Theory anci the Theory of Competitive Advantage
3.3 CONCEPTUAL FRAMEWORK
3.4 RESEARCH HYPOTHESES
3.4.1 Environmental Factors and International Marketing—mix Strate—gies
3.4.2 International Marketing Strategies and International Perform—
3.5 SUMMARY
CHAPTER 4： RESEARCH DESIGN
4.1 GENERAL RESEARCH DESIGN STRATEGY
4.2 RESEARCH METHODS FOR DATA COLLECTION
4.3 DEVELOPMENT OF THE QUESTIONNAIRE
4.3.1 Specifying the Information Needed
4.3.2 Determining the Content of Individual Questions
4.3.3 Overcoming the Respondent's Inability and Unwillingness to Answer
4.3.4 Choosing the Question Structure
4.3.5 Choosing the Question Wording
4.3.6 Arranging the Questions in Proper Order
4.3.7 Identifying the Form and Layout
4.4 REVIEWING THE QUESTIONNAIRE
4.5 ELIMINATING PROBLEMS BY PILOT—TESTING
4.6 REVISING THE QUESTIONNAIRE AND IMPLEMENTING THE MAIN STUDY
4.7 ADMINISTRATION OF THE SURVEY
4.7.1 Defining the Population
4.7.2 Selecting the Sampling Frame
4.7.3 Choosing a Sampling Method
4.7.4 Specifying the Sample Size
4.7.5 Collecting the Data
4.8 PROFILE OF THE SAMPLE
4.9 NON—RESPONSE BIAS
4.10 COMMON METHOD BIAS
4.11 ENDOGENEITY
4.12 SUMMARY
CHAPTER 5： DATA ANALYSIS AND RESULTS
5.1 EXAMINING THE DATA
5.1.1 Missing Data
5.1.2 Outliers
5.1.3 Testing the Assumptions of Multivariate Analysis
5.2 CONFIRMATORY FACTOR ANALYSIS
5.3 CONTROL VARIABLES
5.3.1 Control Variables in the ES Model
5.3.2 Control Variables in the SPS Model
5.4 VALIDITY AND RELIABILITY ASSESSMENT
5.5 STRUCTURAL EQUATION MODELLING： HYPOTHESES TESTING
5.5.1 Assessment of the ES Model
5.5.2 Assessment of the SPS Model
5.6 SUMMARY
CHAPTER 6： DISCUSSION
6.1 THE ES （ENVIRONMENT—STRATEGY） MODEL
6.1.1 Government Assistance and International Marketing Adaptation
6.1.2 Environmental Difference and International Marketing Adaptation
6.1.3 Competitive Intensity and International Marketing Aciaptation
6.1.4 Centralisation and International Marketing Adaptation
6.1.5 Degree of Internationalisation and International Marketing Adaptation
6.2 THE SPS （STRATEGY—PERFORMANCE—STRATEGY） MODEL
6.2.1 Strategic Co—alignment among the International Marketing—mix Adaptation and International Performance
6.2.2 Strategic Co—alignment among International Marketing—mix Adapiation and Competitive Advantage
6.2.3 International Marketing Capabilities and Competitive Advantage
6.2.4 Strategic Co—alignment among the International Marketing—mix
Adaptation， International Marketing Capabilities， and Internaintion Performance
6.2.5 Strategic Co—alignment among the International Marketing—mix Adaptation， International Marketing Capabilities， and Competitive Advantage
6.2.6 Competitive Advantage and International Performance
6.2.7 Strategic F'it and Internationat Performance
6.2.8 International Performance and Exit from the F'oreign Market
6.2.9 Strategic Fit and Exit from the Foreign Market
6.2.10 International Performance， International Marketing Capabilities， and Exit from the F'oreign Market
6.2.11 Strategic Fit， International Marketing Capabilities， and Exit from the Foreign Market
6.3 THE ESPS （ENVIRONMENT—STRATEGY—PERFORMANCE—STRATEGY） MODEL AS A WHOLE
……
CHAPTER 7： CONCLUSION
REFERENCES
APPENDICES

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When a study employs multiple informants to collect data， there are three key challenges to be faced， these being （Wagner， Rau and Lindemann， 2010）： （1） which and how many informants should be considered； （2） how to judge the consensus among the informants； and （3） how to aggregate the multiple responses for further data analysis.Decisions on the three aspects are connected and，therefore，have a joint impact on the estimation accuracy of data （Bruggen， Lilien and Kacker， 2002； Wagner， Rau and Lindemann， 2010）.Each of the above decisions are now addressed.
Firstly， top managers （such as Presidents， Executive Presidents， General Managers， Vice Presidents， Executive Assistants to the President， CFOs， and CIOs） and marketing managers （including sales managers， marketing managers， senior marketing managers， and marketing directors） were used as respondents， because they were deemed as the most knowledgeable informants for the questions under investigation （Katsikeas， Samiee and Theodosiou， 2006 ； Sousa， Martinez—Lopez and Coelho， 2008）.