Identifying sources and roles of networks in international expansion among small businesses in a less-technology-intensive industry

The purpose of this exploratory study is to examine how small businesses in a less-technology-intensive industry gain and utilise networks strategically to facilitate their internationalisation process. Using a multiple case study method, this study found that small businesses in a less-technology-intensive industry gain networks through business consultants, fans and friends (personal networks), government institutions, diaspora, embassies and trade fairs. These network sources are strategically utilised in various stages of the internationalisation process such as gaining knowledge about a new market (before foreign market entry), assisting in marketing and promotional activities (after foreign market entry) and connecting with international partners (both before and after foreign market entry). This study extended the networking approach of internationalisation theory to a less-technology-intensive industry, by identifying network sources and linking these to their specific roles in the internationalisation process of small businesses. Small businesses can learn from the findings of this study on how to expand their existing networks in today's global marketplace and gain a competitive advantage. The unique sources of networks identified in this study may be valuable to small businesses in the less-technology-intensive and highly consumer-driven industries.