Ch5

INTERNATIONAL NICHE MARKETING STRATEGIES FOR SMEs Session 5

STRATEGIES FOR SME INTERNATIONALISATION ,[object Object],[object Object],[object Object],[object Object],[object Object]

KEY MOTIVATORS TO INTERNATIONAL MARKETING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

BARRIERS TO INTERNATIONALISATION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SUSTAINING AND DEVELOPING THE NICHE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

THE DIFFERENCE BETWEEN EXPORTING & INTERNATIONAL NICHE MARKETING

IMPACT OF ELECTRONIC COMMERCE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

MULTILATERAL ASPECTS OF THE INTERNATIONALISATION PROCESS Johannson and Vahlne (1992)

GEOGRAPHIC DEVELOPMENT OF SMEs

EMERGENCE OF ‘BORN GLOBAL’ Trends ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SUPPLY CHAIN INTERNATIONALISATION MNE OUTSOURCING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

OUTSOURCING FOR SMES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

MCKINSEY 7S FRAMEWORK Source: McKinsey and Co

FACTORS AFFECTING SME INTERNATIONALISATION SME generic strategy Segmentation, targeting and positioning Competitive advantage Growth options SME internationalisation strategy SME generic strategy Customer base Industry structure and competition Supply chain Market factors Company factors Stage of internationalisation Ambition, capabilities and attitudes to risk Motivations and barriers Country and market entry selection

LEVELS OF INTERNATIONALISATION

CHARACTERISTICS OF SUCCESSFUL INTERNATIONAL B2B MARKETERS

REASONS FOR FAILURE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ch5

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