The study examines specialized marketing capabilities’ role in the early internationalization of small- and medium-sized enterprises (SMEs). Emphasis is on sales and communication capabilities and on contrasting international new ventures (INV) from the mature economy of Italy and the posttransformation economy of Poland. Individual expert interviews, including a card-based game, and an entrepreneurial marketing conceptual framework were conducted with representatives of seven manufacturing INVs. The findings obtained through content analysis of interviews with CAQDAS software show how the main specialized marketing capabilities contribute to early expansion of INVs through an interaction with architectural marketing capabilities.

Specialized marketing capabilities and foreign expansion of the international new ventures

Barbara Francioni
2020-01-01

Abstract

The study examines specialized marketing capabilities’ role in the early internationalization of small- and medium-sized enterprises (SMEs). Emphasis is on sales and communication capabilities and on contrasting international new ventures (INV) from the mature economy of Italy and the posttransformation economy of Poland. Individual expert interviews, including a card-based game, and an entrepreneurial marketing conceptual framework were conducted with representatives of seven manufacturing INVs. The findings obtained through content analysis of interviews with CAQDAS software show how the main specialized marketing capabilities contribute to early expansion of INVs through an interaction with architectural marketing capabilities.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11576/2678145
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