Strategies for family firms expanding into international markets: Network experiences from Kosovo on the road to serving international customers

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

This case study-led research paper examines the ability of Kosovan family firms to build value through international social networks, when seeking to expand into selling products in new international markets. This internationalization was achieved in incremental steps as the family firms continued to learn and refine their strategies for each country. The family firms gravitated to long-term relationships with partners who committed to helping them enter new markets, sometimes at the cost of future innovation. The authors recommend that family firms seek out innovative distributors, while also actively nurturing their networks to keep themselves up-to-date with market developments.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2021), "Strategies for family firms expanding into international markets: Network experiences from Kosovo on the road to serving international customers", Strategic Direction, Vol. 37 No. 9, pp. 14-16. https://doi.org/10.1108/SD-08-2021-0080