Internationalization Challenges for SMEs and Global Marketing Managers: A Case Study

Abstract

Using a case study approach, we examine how two Small and Mid-Size Enterprises (SMEs) approach internationalization and identify their drivers of success in international marketing. We draw insights from their internationalization experiences and summarize this as “lessons learned.” To further validate these insights and extend the scope of the study, we surveyed 25 CEOs and Marketing Directors of global SMEs via an online open-ended survey. Responses were analyzed and underlining themes were identified. The themes echo the insights drawn from the two SMEs we studied. We further explored the skills, knowledge and capabilities of the global marketing managers and discussed the success factors that make global managers effective.