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Essay / Research Paper Abstract
This 13 page paper considers the following statement " many small companies are now moving away from a focus of domestic marketing and are labelling themselves as international players in a global market environment. However, many small to medium enterprises seem to 'crash and burn' due to the acute lack of knowledge about international marketing principles". The paper looks at how and why small businesses seek to develop internationally and why they may fail. The bibliography cites 20 sources.
Page Count:
13 pages (~225 words per page)
File: TS14_TEsmallbusint.rtf
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Unformatted sample text from the term paper:
string, the lure of new markets and increased revue. Especially if there are perceived advantaged, for example, many US small to medium sized enterprises (SMEs) are currently enjoying a boom
due to the weak dollar, falling 40% on the last couple of years, making exports relatively cheap for the receiving destinations (James, 2004). However, this is not a long-term strategy
and if the dollar recovers the markets may disappear. Small business often start to expand based on singular competitive factors, this may be a gap in the market, a potential
single large customer or even a single competitive advantage. This leads to exuberance at potential increasing profits and a lack of strategic planning which may lead to companies crashing and
burning. Todays large multinational corporations were once small operations, Hewlett Packard started in a garage (Grant, 2004). This shows many companies do manage to succeed and grow, however, the stage
at which international growth takes place appears to be occurring earlier in many SMEs lifecycle, many companies choosing to start out that way to gain the exposure from start up
(Oviatt, 1994). Companies such as Dyson in the UK and Starbucks in the US may be good examples of how, in the
past, companies would establish their home market, but then look to expand as a result of both push and pull factors (Thompson, 1998).
Other companies, such as Amazon.com, although having a long term strategy to become international, have also been subject to external demand (Kotler, 2003, Hooley et al, 2004). The same
may be said of e-bay. However, again, we see that the companies had become established on their domestic markets prior to entering
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