Conceptual framework reveals how managerial creativity drives foreign entry choices in multinational enterprises, suggesting that imaginative prototyping outperforms pure analytical optimization.
Executives should not choose foreign entry modes solely by crunching hard data. We explain how managerial creativity enhances entry decisions through a five-step cascade, evolving from individual ideas to optimized organizational decisions. Individual creativity triggers organizational sensemaking and cross-functional dialogue, leading to multiple viable entry options. Rather than treating foreign entry as a process focused on optimizing cost, risk, and control, some firms adopt a creativity-based approach, yielding more effective alternatives. We conclude with actionable guidance for activating creativity early, treating it as a developable skill that combines analysis with collaborative imagination, prototyping, and learning loops to improve internationalization decisions under uncertainty.
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Vasconcellos et al. (2026) studied this question.
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