Abstract
Our study aims to clarify the role of the entrepreneur in developing cognitive redefinition by purposefully changing attitudes towards a change - in essence, acting as a change agent for their firm. By adopting this position, the entrepreneur plays a central role in reassuring their firm that it will survive change. Our qualitative study shows the critical events that trigger the initial cognitive behaviour of founders in the international expansion of their management consulting firms highlighting how survival anxiety - the feeling that if we do not change, we will fail to meet our needs or fail to achieve some goals or ideals that we have set for ourselves - must dominate.
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