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Internationalization Challenges for SMEs and Global Marketing Managers: A Case Study

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  • Annie Peng Cui

    (Assistant Professor of Marketing,West Virginia University)

  • Michael F. Walsh

    (Assistant Professor of Marketing,West Virginia University)

Abstract

Using a case study approach, we examine how two Small and Mid-Size Enterprises (SMEs) approach internationalization and identify their drivers of success in international marketing. We draw insights from their internationalization experiences and summarize this as “lessons learned.†To further validate these insights and extend the scope of the study, we surveyed 25 CEOs and Marketing Directors of global SMEs via an online open-ended survey. Responses were analyzed and underlining themes were identified. The themes echo the insights drawn from the two SMEs we studied. We further explored the skills, knowledge and capabilities of the global marketing managers and discussed the success factors that make global managers effective.

Suggested Citation

  • Annie Peng Cui & Michael F. Walsh, 2011. "Internationalization Challenges for SMEs and Global Marketing Managers: A Case Study," International Journal of Business and Social Research, LAR Center Press, vol. 1(1), pages 57-69, December.
    • Handle: RePEc:lrc:larijb:v:1:y:2011:i:1:p:57-69
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    References listed on IDEAS

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    1. Marcela Tuzová & Martina Toulová & Jakub Straka & Lea Kubíčková, 2015. "Can Uppsala Model Explain the Internationalisation of Central European SMEs?," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 1(2), pages 149-164.

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