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Determinants of SME international marketing communications

journal contribution
posted on 2008-09-19, 00:00 authored by Ho Yin WongHo Yin Wong, B Merrilees
This research article 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 factors in international ventures.

History

Journal

Journal of global marketing

Volume

21

Issue

4

Pagination

293 - 305

Publisher

Routledge

Location

Abingdon, Eng.

ISSN

0891-1762

eISSN

1528-6975

Language

eng

Publication classification

C Journal article; C1.1 Refereed article in a scholarly journal

Copyright notice

2008, Haworth Press

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