Heuristics in international business and international marketing: a systematic literature review

The paper proposes a systematic literature review of heuristics in international business and international marketing literature. International business and international marketing activities are strongly characterized by a high degree of uncertainty, thus drawing attention on the adoption of heuristics for decision-making. However, even if the marketing and management literature is in many ways permeable to the debate around heuristics developed in psychology and cognitive science, the attention of international business and international marketing studies on this debated topic seems limited.