Determinants of SME brand adaptation in global marketing

Loading...
Thumbnail Image
File version
Author(s)
Wong, Ho-Yin
Merrilees, Bill
Griffith University Author(s)
Primary Supervisor
Other Supervisors
Editor(s)

Claudio Vignali; Demetris Vrontis; Tihomir Vranesevic

Date
2006
Size

137587 bytes

File type(s)

application/pdf

Location
License
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.

Journal Title

International Journal of Entrepreneurship and Small Business

Conference Title
Book Title
Edition
Volume

3

Issue

3-Apr

Thesis Type
Degree Program
School
DOI
Patent number
Funder(s)
Grant identifier(s)
Rights Statement
Rights 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.

Item Access Status
Note
Access the data
Related item(s)
Subject

Business and Management

Persistent link to this record
Citation
Collections