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The purpose is to investigate the impact of the value co-creation behaviour of parents on a set of education service outcomes, including perceived school reputation, parent satisfaction and teacher competence.

An online survey of 932 parents of primary and secondary school children was conducted. Canonical correlation analysis (general linear model) was used to test the impact of parental involvement in value co-creation behaviour on education service outcomes.

Value co-creation behaviour has a positive impact on education service outcomes, but the impact differs depending on the type of behaviour. Parent citizenship behaviour positively affects satisfaction, school reputation and perceived teacher competence. However, parent participation behaviour positively affects satisfaction with the school and perceived teacher competence.

The study used self-reported data from parents, which may be biased and subject to errors. Future research could use more objective measures such as administrative records or teacher reports. The study's results are limited to one country, highlighting the need for further research in multiple countries.

The study's findings have implications for education service providers in terms of the importance of supporting parental involvement in their child's school life via value co-creation behaviour.

The study contributes to the service dominant logic, value co-creation theory and educational marketing literature by providing the detailed empirical evidences of parents' value co-creation outcomes in the context of the primary and secondary schools.

This paper aims to contribute to the understanding of internationalisation processes in transition economies, and to make an attempt to conceptualise a new model of entrepreneurial internationalisation.

A theoretical model of entrepreneurial internationalisation is developed, which is then tested in a case analysis of a Lithuanian company. The paper draws on Uppsala internationalisation theory, network theory and theories of international entrepreneurship.

Analysis shows that knowledge, to be a tool for decision making in the internationalisation process, is used to create beliefs or “images” of markets. Second, it is argued that incomplete, fragmented, and even contradictory knowledge results in a system of assumptions about international environment. Under the conditions of a highly turbulent business environment, risk and uncertainty could be handled once they are interpreted by creating a set of beliefs. These beliefs serve as a basis for international opportunity perception and recognition. Findings indicate that in the process of entrepreneurial internationalisation, opportunity plays a crucial role, since it shapes the mode and direction of further actions. Entrepreneurs perceive international opportunity as a future picture of reality, and their actions are organised according to this picture.

The paper is based upon a single case study of a company from a transition economy. Further, research development through many case studies in different countries with transition economies may enhance one's understanding of international entrepreneurship.

The study provides valuable knowledge for organizations intending to operate in turbulent economic environments.

The internationalisation process of the companies from transition economies is scarcely discussed in international entrepreneurship theory – and hence the paper addresses an important research gap. The study introduces new elements in the chain “knowledge – internationalisation event”. It is argued in the paper that those elements are beliefs and opportunities. The model shows how these elements interact in the process of internationalisation.