Implications of the Marketing Strategy for Exporting MSEs from Developing Economies
Abstract
Description
Globalization and liberalization has required firms of all size to start operating
internationally. For micro and small enterprises (MSEs), the favorable mode of entry in
international markets is exporting. Some MSEs have benefited from this process while most
of them have encountered many challenges during the process or even before starting. This
paper reviews the literature on export performance and identifies main marketing challenges
which are faced by MSEs. The adjustments of these challenges have been proposed also from
the literature, in order to overcome them. The paper also utilizes competence and network
literature and proposes some of their benefits and implications in adjusting the marketing
strategies in order for MSEs specifically form a developing economy, to improve their export
performance.
Keywords
Micro and Small Enterprises, Marketing mix variables, Export performance, Competence, Networks