Patterns of inconsistency: a literature review of empirical studies on the multinationality–performance relationship

Purpose This study aims to understand the performance implications of when a business internationalizes. Many managers take internationalization for granted. Whether seeking broader customer base or cost reduction through cross-border outsourcing, overwhelming belief is that leads higher profits. Design/methodology/approach paper offers systematic review, content analysis and cross-tabulation 115 empirical studies from over 40 major journals in management, strategy international between 1977 2021. Focusing on research settings, sample characteristics, underlying theoretical approaches, measurements key variables moderators influencing multinationality relationship, this detailed account definitions effects. Findings The findings suggest tenuous connection performance. No strain literature conclusively identifies consistent direct path context specificity relationship makes general declarations impossible. Research limitations/implications Future researchers should recognize process taking different forms, with no specific dominant form. General are misleading. focus be rather than outcome. Originality/value contributes by exploring reasons inconsistent results lack consensus. Through effects, explores consensus as well identified shapes relationship.