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Determinants of SME brand adaptation in global marketing

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journal contribution
posted on 06.12.2017, 00:00 authored by Ho WongHo Wong, B Merrilees
Previous studies have focused on the degree of standardization 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, and 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 SME businesses, using domestic operations as a benchmark.

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

Volume

3

Issue

3-4

Start Page

477

End Page

497

Number of Pages

21

ISSN

1476-1297

Location

Netherlands

Publisher

InderScience

Language

en-aus

Peer Reviewed

Yes

Open Access

No

Era Eligible

Yes

Journal

International journal of entrepreneurship and small business.