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Family business internationalisation through a digital entry mode

Emmanuella Plakoyiannaki (Department of Business Administration, Aristotle University of Thessaloniki, Thessaloniki, Greece)
Aikaterini Pavlos Kampouri (Department of Business Administration, Aristotle University of Thessaloniki, Thessaloniki, Greece)
Georgia Stavraki (Department of Business Administration, Aristotle University of Thessaloniki, Thessaloniki, Greece)
Iordanis Kotzaivazoglou (Department of Business Administration, Technological Educational Institute of Serres, Serres, Greece)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 7 April 2014

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Abstract

Purpose

The purpose of this paper is to contribute to the emerging literature stream of family business (FB) internationalisation. Its purpose is twofold: first, to provide empirical evidence on the motives, facilitators and obstacles and second, to understand different pathways and entry modes of FB internationalisation.

Design/methodology/approach

The authors employ a multiple case study design that draws on various sources of data and examines eight Greek companies in the apiculture sector.

Findings

The case study evidence brings to the fore the existence of various motives, facilitators and obstacles to FB internationalisation in Greece. Moreover, it fleshes out the “e-born global” FB that employs a digital entry mode and heavily relies on new technologies in order to identify international opportunities and reduce information asymmetries in foreign markets. Such an entry mode allowed the investigated firms to achieve a speedy entry to foreign countries and compete in geographically distant markets.

Practical implications

Understanding FB internationalisation may assist governments in adopting policies for stimulating outward activities of domestic firms.

Originality/value

The results provide important insights into how FBs enter foreign markets and use technology in their internationalisation efforts.

Keywords

Acknowledgements

The authors thank the two anonymous reviewers for their insightful and constructive comments. Moreover, the authors would like to thank all the respondents of the case study firms who participated in this research.

Citation

Plakoyiannaki, E., Pavlos Kampouri, A., Stavraki, G. and Kotzaivazoglou, I. (2014), "Family business internationalisation through a digital entry mode", Marketing Intelligence & Planning, Vol. 32 No. 2, pp. 190-207. https://doi.org/10.1108/MIP-01-2013-0016

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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