{"title":"快递:国际中小企业的营销能力、战略和绩效","authors":"Hsing-Hua Stella Chang, Gary Knight, C. Fong","doi":"10.1177/1069031x231221804","DOIUrl":null,"url":null,"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.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":null,"pages":null},"PeriodicalIF":4.9000,"publicationDate":"2023-12-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"EXPRESS: Marketing Capabilities, Strategy, and Performance in the International SME\",\"authors\":\"Hsing-Hua Stella Chang, Gary Knight, C. Fong\",\"doi\":\"10.1177/1069031x231221804\",\"DOIUrl\":null,\"url\":null,\"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.\",\"PeriodicalId\":48081,\"journal\":{\"name\":\"Journal of International Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":4.9000,\"publicationDate\":\"2023-12-07\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of International Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1177/1069031x231221804\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of International Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/1069031x231221804","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
EXPRESS: Marketing Capabilities, Strategy, and Performance in the International SME
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.
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.