 Determinants of SME brand adaptation in global marketingHo Yin Wong and Bill Merrilees International Journal of Entrepreneurship and Small Business, 2006, vol. 3, issue 3/4, 477-497 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. Keywords: international marketing; global branding; culture; brand adaptation; small and medium-sized enterprises; SMEs; firm size; marketing mix; small business; standardisation; brand repositioning; cultural differences. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijesbu:v:3:y:2006:i:3/4:p:477-497 Access Statistics for this article More articles in International Journal of Entrepreneurship and Small Business from Inderscience Enterprises Ltd |
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