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Determinants of SME brand adaptation in global marketing

journal contribution
posted on 2006-01-01, 00:00 authored by Ho Yin WongHo Yin Wong, B Merrilees
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.

History

Journal

International journal of entrepreneurship and small business

Volume

3

Issue

3-4

Pagination

477 - 497

Publisher

Inderscience Publishers

Location

Olney, Eng.

ISSN

1476-1297

eISSN

1741-8054

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal

Copyright notice

2006, Inderscience Publishers

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