We show that collaboration within the marketing area is of critical importance for international SME in order to enhance their performance. Dealing with the increasing complexity and uncertainty in the global environment, we argue that international SMEs are especially dependent on improving their marketing collaborations in order to strengthen their competitive advantage. One main contribution is also to conceptualize and operationalize inter-firm marketing collaborations into a measurable empirical phenomenon, including scales that can also be used by other researchers in future studies.
Tajeddini, K., Elg, U. and Ghauri, P.N. (2015), "Enhancing Organizational Performance of International SMEs through Inter-Firm Marketing Collaborations", International Marketing in the Fast Changing World (Advances in International Marketing, Vol. 26), Emerald Group Publishing Limited, Bingley, pp. 109-133. https://doi.org/10.1108/S1474-797920150000026006
Emerald Group Publishing Limited
Copyright © 2015 Emerald Group Publishing Limited