EXPRESS：中小企业国际化中的企业家社会纽带与国际数字化创业营销

IF 4.9 2区管理学 Q1 BUSINESS

Journal of International Marketing Pub Date : 2023-05-11 DOI:10.1177/1069031x231178220

Man Yang, P. Gabrielsson, Svante Andersson

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引用次数: 0

摘要

数字化使企业家能够调整数字工具，在国际市场上创造机会并接触客户。然而，我们对全球市场上的国际数字创业营销知之甚少。基于社会网络理论，我们研究了企业家的社会关系和企业的国际数字创业营销如何影响中小企业国际化。基于多个案例研究方法，研究结果表明，企业家的纽带和桥梁纽带促进了国际数字创业营销的不同维度。这进一步提高了中小企业国际化的强度和地域范围。中小企业国际化也加强了企业家的社会纽带积累。我们的研究通过拓展国际数字创业营销概念的维度，探索其在中小企业国际化中的重要作用，为国际营销研究做出了贡献。

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EXPRESS: Entrepreneurs’ Social Ties and International Digital Entrepreneurial Marketing in SME Internationalization

Digitalization has enabled entrepreneurs to adapt digital tools to create opportunities and reach customers in international markets. Yet, we have little understanding of international digital entrepreneurial marketing in the global marketplace. Drawing on social network theory, we investigate how entrepreneurs’ social ties and firms’ international digital entrepreneurial marketing influence SME internationalization. Based on multiple case study methodology, the results suggest that entrepreneurs’ bonding and bridging ties facilitate different dimensions of international digital entrepreneurial marketing. That further enhances the intensity and geographic scope of SME internationalization. SME internationalization also reinforces entrepreneurs’ accumulation of social ties. Our study contributes to international marketing research by developing the dimensions of the international digital entrepreneurial marketing concept, and exploring its important role in SME internationalization.

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来源期刊

Journal of International Marketing BUSINESS-

CiteScore

8.70

自引率

17.20%

发文量

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.