Abstract
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.
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 language | English |
|---|---|
| Pages | 1 |
| Number of pages | 8 |
| Publication status | Published - 1 Sept 2022 |
| Event | British Academy of Management Conference 2022 - Alliance Manchester Business School, University of Manchester, Manchester, United Kingdom Duration: 31 Aug 2022 → 2 Sept 2022 https://www.bam.ac.uk/events-landing/conference.html (Conference website.) |
Conference
| Conference | British Academy of Management Conference 2022 |
|---|---|
| Abbreviated title | BAM 2022 |
| Country/Territory | United Kingdom |
| City | Manchester |
| Period | 31/08/22 → 2/09/22 |
| Internet address |
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Keywords
- international marketing
- marketing strategy
- market selection
- KTP