Internationalisation process is commonly envisaged as a product of a series of incremental decision, experiential learning and risk aversion. This paper posits the notion that even though the sequential approach in the process model is intuitively appealing, not all firms follow such path. Thus this paper aims to fill this gap by explaining how the international market entry process has changed in relation to the sequential approach. Consequently, an integrative framework depicting the main drivers of non-sequential internationalisation process is presented. Empirical data was gathered through the use of in-depth interviews. Some of the findings are that the sequential model is by no means reflective of, or appropriate for all firms approaches to international business; the usefulness to be gained from using an international relationship approach to study the international activity of a firm; and the interplay between the identified driving forces behind non-sequential internationalisation process.

Key words: Sequential, non-sequential, internationalisation process, born globals, Uppsala model, technology, relationships, networks.