Post pandemic international market selection in practice: a UK SME case study approach

Eileen Conlan, Karina McGowan, James B. Johnston, Danielle Moran, Scott Ridout

Research output: Contribution to conferencePaperpeer-review

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Ain - The aim of the study is to address challenges for UK SMEs, post pandemic, adopting an international marketing expansion growth strategy, examining the management and implementation of the market selection process.

Design/Methodology/Approach - This study adopts a deductive approach, starting with a theoretical framework that conveys an approach to market selection for international growth. Then via two case studies of UK SMEs, and an action research method the framework is applied in a practical context.

Findings – The combination of both academic and industry ability intends to further develop the original framework in action recording any adaptions needed. Currently the research has high-lighted the area of product fit as being applied in more detail.

Originality – The newly adapted frameworks will add to theoretical literature relating international market selection implementation and management. The academic perspective and industry perspective approaches to research will also add to action research method literature.
Original languageEnglish
Number of pages8
Publication statusPublished - 1 Sept 2022
EventBritish Academy of Management Conference 2022 - Alliance Manchester Business School, University of Manchester, Manchester, United Kingdom
Duration: 31 Aug 20222 Sept 2022 (Conference website.)


ConferenceBritish Academy of Management Conference 2022
Abbreviated titleBAM 2022
Country/TerritoryUnited Kingdom
Internet address


  • international marketing
  • marketing strategy
  • market selection
  • KTP


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