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  • Determinants of SME brand adaptation in global marketing

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    41105_1.pdf (134.3Kb)
    Author(s)
    Wong, Ho-Yin
    Merrilees, Bill
    Griffith University Author(s)
    Merrilees, Bill J.
    Year published
    2006
    Metadata
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    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, ...
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    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.
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    Journal Title
    International Journal of Entrepreneurship and Small Business
    Volume
    3
    Issue
    3/4
    Publisher URI
    http://www.inderscience.com/
    http://inderscience.metapress.com/openurl.asp?genre=article&eissn=1741-8054&volume=3&issue=3&spage=477
    Copyright Statement
    © 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.
    Subject
    Business and Management
    Publication URI
    http://hdl.handle.net/10072/13898
    Collection
    • Journal articles

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