Determinants of SME brand adaptation in global marketing

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Title Determinants of SME brand adaptation in global marketing
Author Wong, Ho-Yin; Merrilees, Bill
Journal Name International Journal of Entrepreneurship and Small Business
Editor Claudio Vignali; Demetris Vrontis; Tihomir Vranesevic
Year Published 2006
Place of publication
Publisher Inderscience
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.
Peer Reviewed Yes
Published Yes
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Copyright Statement Copyright 2006 Inderscience Publishers. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
Volume 3
Issue Number 3/4
Page from 477
Page to 497
ISSN 1476-1297
Date Accessioned 2007-03-14
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing and Market Research
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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