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Determinants of SME international marketing communications

journal contribution
posted on 06.12.2017, 00:00 by Ho WongHo Wong, B Merrilees
This research paper discusses the factors affecting international marketing communications in small and medium size enterprises (SMEs). International commitment and brand adaptation in overseas markets were found significantly influencing the effectiveness of international marketing communications. The results suggest that international marketers need to have resources input, such as human and financial, to drive international marketing communications. Brand adaptation also needs to be performed in order to achieve a better international marketing communications. There are two factors affecting international marketing communications suggesting international marketers of SMEs need to be concerned with both internal resource and external factor in international ventures.

Funding

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

History

Volume

21

Issue

4

ISSN

0891-1762

Location

Philadelphia

Publisher

Taylor & Francis Group

Language

en-aus

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

Faculty of Business and Informatics; Griffith University; Not affiliated to a Research Institute;

Era Eligible

Yes

Journal

Journal of global marketing.