Abstract

This case study profiles a company founded by an entrepreneur in Oman in the Arabian Gulf. Renaissance
Services has grown from a small family-owned operation into a global company marketing services in industrial
and commercial sectors. Case analysis raises issues about the validity, comprehensiveness, and applicability of
current international business theory about psychic distance, the process of internationalization, and
country-of-origin effects. In the face of apparent discrepancies between theory and practice suggested by this
case, a call is issued for theoretical review and possible extension. This will accommodate new realities of global
expansion by entrepreneurs operating from home countries which have been little studied in the past.

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