Work

Entrepreneurs’ Social Ties and International Digital Entrepreneurial Marketing in Small and Medium-Sized Enterprise Internationalization

Year: 2023

Type: article

Abstract: Digitalization has enabled entrepreneurs to adopt digital tools to create opportunities and reach customers in international markets. Yet, the understanding of international digital entrepreneurial marketing in the global marketplace is limited. Drawing on social network theory, the authors investigate how entrepreneurs’ social ties and firms’ international digital entrepreneurial marketing influence small and medium-sized enterprise (SME) internationalization. Based on multiple case study methodology, the results suggest that entrepreneurs’ bonding and bridging ties facilitate different dimensions of international digital entrepreneurial marketing. That further enhances the intensity and geographic scope of SME internationalization. SME internationalization also reinforces entrepreneurs’ accumulation of social ties. This study contributes to international marketing research by developing the dimensions of the international digital entrepreneurial marketing concept and exploring its important role in SME internationalization.

Source: Journal of International Marketing

DOI: 10.1177/1069031x231178220

Authors: Man Yang, Peter Gabrielsson, Svante Andersson

Institutions: Hanken School of Economics, University of Vaasa, Halmstad University

Language: English

Topic: International Business and FDI

Subfield: Strategy and Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: hybrid

Estimated APC paid: $5,000