The ‘Casino Model’ of internationalization: An alternative Uppsala paradigm

Abstract Forty years after the publication of the original Uppsala Model, we revisit the empirical observations that inspired its conceptual development. The empirical evidence, we suggest, invites the formulation of an alternative and complementary model of the internationalizationprocess of the firm, one that we have named the ‘Casino Model’ of internationalization. The Casino Model uncovers a number of new research issues pertaining to internationalizationand to the nature of strategic decision-making under conditions of environmental uncertainty and partial ignorance.