Mateja Bodlaj: International Competitiveness and Global Markets, Gebunden

Klappentext

This book provides a systematic review of the marketing capabilities of exporting small and medium-sized enterprises (SMEs). It identifies key gaps in existing research and offers new directions for future exploration. With a focus on the capabilities required for successful exporting, the book develops a unified perspective on this fragmented yet critical area of study.

Readers will gain a deep understanding of SMEs' internationalization processes, the challenges resource-constrained exporting SMEs face in global markets, and the marketing capabilities essential for their success. The book explores the definitions, taxonomies, and operationalizations of marketing capabilities, presenting a novel taxonomy that synthesizes diverse perspectives. Research findings provide insights into specific marketing capabilities, their antecedents, and their performance implications for exporting SMEs. Additionally, it highlights emerging themes and provides actionable directions for future research.

This book will serve as an essential resource for researchers and students in international marketing, international business and management, entrepreneurship, and family business studies. It will also be relevant for scholars applying resource-based views, dynamic capabilities, internationalization theories, and systematic review methods.