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This research seeks to examine the influence of sponsorship on spectators' consideration sets by investigating, in a naturalistic setting, whether sport sponsorship adds a prominent brand to spectators' consideration sets, with and without the explicit memory that the brand is a sponsor.

A field study involved 1,084 visitors to a tennis tournament. For the control group (n=276), the interviews took place before the spectators entered the stadium; interviews with the exposed group (n=808) were conducted after they had attended at least one match. Three hypotheses related to consumer status and consideration set conditions were tested.

Sponsorship can influence the likelihood that a prominent brand becomes part of the consideration set in a naturalistic setting, even without an explicit memory that the brand is a sponsor. This implicit sponsorship effect was limited to the memory-based consideration set of non-consumers of the brand.

This study establishes an implicit sponsorship effect for prominent brands in naturalistic environments and contributes to a better understanding of moderating (boundary) conditions.

The purpose of this paper is to explore the exploitation of export information in small‐ and medium‐sized enterprises (SMEs) in the contrasting institutional contexts of France and Romania.

The qualitative approach is based on 18 semi‐directed interviews with managers in Romanian and French exporting SMEs. With an absorptive capacity (AC) perspective, this study investigates export information processing in SMEs as a beginning‐to‐end process, including antecedents, inputs, and outputs.

The efficiency of export information acquisition and assimilation in SMEs reflects the richness of their international experiences, as well as the richness of export information sources accessed in foreign settings. The transformation and exploitation of export information in SMEs takes various forms: sense‐making, decision making, and development of new export market‐related know‐how and capabilities. The AC framework appears consistent with exporting SME managers' perceptions. The managers' testimonies are generally homogeneous across both countries.

This research offers valuable insights into how SMEs can acquire relevant information and then assimilate, transform, and exploit that information. It neither establishes causality across the different dimensions of AC nor links information processing and exploitation to performance.

This research uses a dynamic AC framework to clarify export information processes. Contrary to the vast majority of existing studies that focus on a single element or phase of export information management, this study reviews the entire process, from the antecedents of information acquisition to the transformation and exploitation of export information.