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 BEHAV-IOUR
2.3 DISCIPLINE-SPECIFIC RESEARCH ON EXIT BEHAVlOUR
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 and the.Fheory of Competitive Advantage'
3.3 CONCEPTUAL FRAMEWORK
3.4 RESEARCH HYPO.THESES
3.4.1 Environmental Factors and International Marketing-mix Strate-gies.
3.4.2 International Marketing Strategies and International Perform-ance
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 REVOEWONG THE QUESTIONNAIRE
4 5 ELIMINATING PROBLEMS BY PILOT-TESTING
4.6 REVISING THESUESTIONNAIRE AND IMPLEMENTING THE MAIN STUDY
4.7 ADMINIS了RATION 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 0utliers
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 KS （ENVIRONMENT-STRATEGY） MODEL
6.1.1 Government Assistance and International Marketing Adaptation
6.1.2 Environmental Difference and International Marketing Adapta-tion
6.1.8 Competitive Intensity and International Marketing Adaptation
6.1.4 Centralisation and International Marketing Adaptation“”
6.1.5 Degree of Internationalisation and International Marketing Ad-aptation
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 Ad-aptation and Competitive Advantage
6.2.3 International Marketing Capabilities and Competitive Advan-tage
6.2.4 Strategic Co-alignment among the International Marketing-mix Adaptation， International Marketing Capabilities， and Interna-tional 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 Fit and International Performance
6.2.8 International Performance and Exit from the Foreign Market
6.2.9 Strategic Fit and Exit from the Foreign Market
6.2.10 International Performance， International Marketing Capabili-ties， and Exit from the Foreign 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
7.1 RESEARCH IMPLICATIONS
7.1.1 Theoretical Implications
7.1.2 Managerial Implications
7.2 RESEARCH LIMITATIONS AND DIRECTIONS FOR FUTURE RESEARCH
REFERENCES
APPENDICES