Affordable loss meets staging logic: How complementary heuristics drive small firms’ internationalization
Author Identifier (ORCID)
Abstract
Small B2B firms often internationalize under resource constraints and high uncertainty, leading entrepreneurs to rely on decision heuristics. Drawing on a complementarity lens, we develop a framework explaining how the joint application of affordable loss and staging logic enhances financial performance by fostering international opportunity creation. We further examine how international experience and available means condition these effects. Testing this framework with survey data from 300 internationalized small B2B firms, our results indicate that heuristic complementarity improves financial outcomes via stronger opportunity creation. While available means strengthen the link between opportunity creation and performance, international experience does not strengthen the relationship between heuristic complementarity and opportunity creation. This study extends research on entrepreneurial cognition by demonstrating how specific heuristic configurations shape opportunity creation and subsequent financial performance. We conclude with a five-step decision program to help managers balance affordable loss and staging logic when navigating internationalization under high uncertainty.
Keywords
affordable loss, complementarity, international financial performance, internationalization, small firms, staging logic
Document Type
Journal Article
Date of Publication
11-1-2026
Article Number
116389
ISSN
01482963
Volume
216
Publication Title
Journal of Business Research
Publisher
Elsevier
School
School of Business and Law
Copyright
subscription content
Content Type
Metadata only
Recommended Citation
Alinasab, J., Siahtiri, V., & O’Cass, A. (2026). Affordable loss meets staging logic: How complementary heuristics drive small firms’ internationalization. Journal of Business Research, 216, Article 116389. https://doi.org/10.1016/j.jbusres.2026.116389