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Determinants of SME brand adaptation in global marketing

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  • Ho Yin Wong
  • Bill Merrilees

Abstract

Previous studies have focused on the degree of standardisation or adaptation and, to a lesser extent, on the determinants of adaptation. This paper advances the literature in four respects. Firstly, we are able to evaluate the relative importance of internal (commitment, experience) versus external (culture, economic) determinants of adaptation. Secondly, we have examined several firm size categories, so we can evaluate how the relative roles of internal and external factors vary by firm size. Thirdly, rather than treat adaptation as one of adjusting one or more of the four Ps, we use a more holistic concept of adaptation, namely brand adaptation, which subsumes marketing mix adaptation. A scale has been developed to capture this holistic concept. Fourthly, we have developed a new culture scale, one based on the perceptions of Small- and Medium-sized Enterprise (SME) businesses, using domestic operations as a benchmark.

Suggested Citation

  • Ho Yin Wong & Bill Merrilees, 2006. "Determinants of SME brand adaptation in global marketing," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 3(3/4), pages 477-497.
    • Handle: RePEc:ids:ijesbu:v:3:y:2006:i:3/4:p:477-497
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    Cited by:

    1. Huber, Frank & Meyer, Frederik & Vogel, Johannes & Weihrauch, Andrea & Hamprecht, Julia, 2013. "Endorser age and stereotypes: Consequences on brand age," Journal of Business Research, Elsevier, vol. 66(2), pages 207-215.
    2. Mansour Lotayif, 2016. "Causality Relationships between Main Branding Variables and International Marketing Strategy: Evidence from MNCs in GCC Market," International Journal of Business and Management, Canadian Center of Science and Education, vol. 12(1), pages 140-140, December.

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