Determinants of SME brand adaptation in global marketing

Wong, Ho Yin and Merrilees, Bill 2006, Determinants of SME brand adaptation in global marketing, International journal of entrepreneurship and small business, vol. 3, no. 3-4, pp. 477-497, doi: 10.1504/IJESB.2006.009288.


Title Determinants of SME brand adaptation in global marketing
Author(s) Wong, Ho YinORCID iD for Wong, Ho Yin orcid.org/0000-0002-2461-650X
Merrilees, Bill
Journal name International journal of entrepreneurship and small business
Volume number 3
Issue number 3-4
Start page 477
End page 497
Total pages 21
Publisher Inderscience Publishers
Place of publication Olney, Eng.
Publication date 2006
ISSN 1476-1297
1741-8054
Keyword(s) international marketing
global branding
culture
brand adaptation
small and medium-sized enterprises
SMEs
firm size
marketing mix
small business
standardisation
brand repositioning
cultural differences
Language eng
DOI 10.1504/IJESB.2006.009288
Field of Research 1503 Business And Management
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2006, Inderscience Publishers
Persistent URL http://hdl.handle.net/10536/DRO/DU:30100454

Document type: Journal Article
Collections: Faculty of Business and Law
Department of Marketing
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