EXPRESS: Marketing Capabilities, Strategy, and Performance in the International SME

IF 4.9 2区 管理学 Q1 BUSINESS Journal of International Marketing Pub Date : 2023-12-07 DOI:10.1177/1069031x231221804
Hsing-Hua Stella Chang, Gary Knight, C. Fong
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Abstract

When expanding abroad, small- and medium-size enterprises (SMEs) experience various constraints, especially the liabilities of small size and foreignness. In this study, we examine postures, capabilities, and strategies related to international brand marketing that help SMEs overcome such challenges, establish a brand presence, and attain superior performance in foreign markets. Framing our investigation in the internationalization and capabilities views, we employ multimethod approaches in a two-phase study among internationalizing SMEs based in Taiwan. In phase one, we undertake an extensive literature review and then conduct case studies to formulate a conceptual model. In phase two, we validate the model and associated hypotheses using survey data from a large sample of SMEs that target their products to markets worldwide. Results point to critical roles for these key constructs — international entrepreneurial orientation, international social media capability, and international market knowledge capability — as key antecedents to international branding capability and international brand strategy, in SME international performance. We discuss the theoretical and managerial implications of these findings, highlighting the role of the critical constructs identified above in driving superior international performance in resource-constrained SMEs.
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快递:国际中小企业的营销能力、战略和绩效
中小企业在向海外扩张的过程中,遇到了各种各样的制约因素,尤其是规模小、外源性的责任。在本研究中,我们研究了国际品牌营销的姿态、能力和策略,以帮助中小企业克服这些挑战,建立品牌存在,并在国外市场获得卓越的表现。本研究从国际化与能力的角度出发,以台湾中小企业为研究对象,采用多方法进行两阶段研究。在第一阶段,我们进行广泛的文献综述,然后进行案例研究以形成概念模型。在第二阶段,我们使用来自大量中小企业样本的调查数据来验证模型和相关假设,这些中小企业将其产品定位于全球市场。研究结果表明,国际创业取向、国际社交媒体能力和国际市场知识能力这些关键结构在中小企业国际绩效中发挥着关键作用,它们是国际品牌能力和国际品牌战略的关键前提。我们讨论了这些发现的理论和管理意义,强调了上述关键结构在推动资源受限的中小企业取得卓越国际绩效方面的作用。
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来源期刊
CiteScore
8.70
自引率
17.20%
发文量
28
期刊介绍: As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.
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