Abstract
This research paper focuses on product vs. promotion adaptation in small and medium-sized firms, and attempts to identify factors that correlate with the different adaptation strategies. It is argued that SMEs will place greater emphasis on promotion adaptation than on product adaptation. It is also suggested that product/industry characteristics will have an impact on product but not on promotion adaptation, while management commitment, and the firm’s assets and skills are believed to have greater impact on promotion adaptation than on product adaptation.
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Andersen, O., Kheam, L.S., Elnan, H. (2015). An Exploratory Study of International Product and Promotion Adaptations in SMEs. In: Sidin, S., Manrai, A. (eds) Proceedings of the 1997 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17320-7_38
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DOI: https://doi.org/10.1007/978-3-319-17320-7_38
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17319-1
Online ISBN: 978-3-319-17320-7
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