Entrepreneurial Marketing as a Key Driver of Early and Sustained Internationalisation

Abstract

Reaching customers globally and building a global brand and market presence is a demanding task for any firm. For early and rapidly internationalising small firms this is exceptionally challenging due to the restraints that ensue from the liabilities of smallness, newness and foreignness and the speed of their internationalisation. We argue that entrepreneurial marketing is a driver of entrepreneurial internationalisation and one of the – neglected – explanations for superior international performance. The authors conceptualise entrepreneurial marketing along four core (marketing) abilities which fit particularly well the international new firm and show how these positively impact on early and accelerated internationalisation and alter the risk profile of the venture in general.

Citation

Hagen, B. and Zucchella, A. (2018), "Entrepreneurial Marketing as a Key Driver of Early and Sustained Internationalisation", Dominguez, N. and Mayrhofer, U. (Ed.) Key Success Factors of SME Internationalisation: A Cross-Country Perspective (International Business and Management, Vol. 34), Emerald Publishing Limited, Leeds, pp. 25-40. https://doi.org/10.1108/S1876-066X20180000034002