Redirigiendo al acceso original de articulo en 24 segundos...
Inicio  /  Management  /  Vol: 27 Núm: 2 Par: 0 (2022)  /  Artículo
ARTÍCULO
TITULO

Marketing Capabilities of Early Internationalising Firms

Sanja Mitic    
Branko Rakita    

Resumen

Research Question: The topic of this study is marketing capabilities of early internationalising firms from Serbia. Motivation: As marketing perspective was found to be important for understanding the early internationalisation phenomenon, the aim of this study is to shed light on the marketing capabilities of early internationalising firms from Serbia. This topic was widely examined in the developed countries, but there is an evident lack of research in developing countries, especially in the Western Balkans. Understanding the specifics of early internationalising firms can provide valuable policy and managerial implications for stimulating export activities of small and medium-sized firms. Idea: The idea of the paper is to identify the main marketing capabilities of early internationalising firms from Serbia.  Data: Primary data were collected through semi-structured interviews with the founders or managers of four firms from Serbia, over the period from August 2018 to January 2019. Tools: As this topic is not widely investigated in Serbia and other Western Balkan countries, a case study method was found to be appropriate. Primary data were completed with secondary data sources. Findings: The results show that in terms of marketing capabilities, early internationalising firms from Serbia express similar features as the ones already recognized in the literature. They develop differentiated, high quality and innovative products, specialized for a particular market niche or segment. Contribution: This study provides the results of the first primary research on the marketing capabilities of early internationalising firms from Serbia and offers valuable implications for managers, for developing an effective international marketing strategy, as well as policy implications for export support programmes and small and medium-sized firms? policy.  

 Artículos similares

       
 
Hendar Hendar,Alifah Ratnawati,Wan Maziah Wan Ab Razak,Zalinawati Abdullah    
This study aims to investigate and examine the mediating role of specialized marketing capabilities (SMC) in the relationship between market intelligence (MI) and business performance (BP) on Indonesia retail fashion SMEs. This study used 330 SMEs with m... ver más

 
Lie Heng,Nur Afifah     Pág. 46 - 53
The purpose of this research is to fill a research gap in entrepreneurial orientation and marketing performance by using differentiation strategy and network capabilities. The research conducted by involving 135 creative SME categorized in handcraft, fas... ver más

 
klaus Solberg Söilen    
This is volume number 10, meaning JISIB has published articles in intelligence studies for ten consecutive years. We have addressed the changes in the discipline during these years in articles and notes. I want to share with you another reflection. This ... ver más

 
Romat Saragih,(Telkom UniversityIndonesia)Mahir Pradana,(Telkom UniversityIndonesia)Mahendra Fakhri,(Telkom UniversityIndonesia)An Nisaa Intan,(Telkom UniversityIndonesia)     Pág. 106 - 119
Training is an activity that has an important role for human resources in order to increase knowledge and skills both for human resources who are preparing to enter the workforce, also for human resources who have worked so that their capabilities are al... ver más

 
Muhammad Sarmad,Naeem Ahmad,Muhammad Khan,Muhammad Irfan,Hajira Atta     Pág. 53 - 62
Social media has turned out to be a significant tool which reinforces both, consumer and firm to interact with each other and also modernizing the firm?s way of relationship with consumer. Based on the commitment-trust theory of relationship marketing th... ver más