International Marketing Strategies: the Case of Colombian Small and Medium Enterprises
Internationalization of Small and Medium Enterprises (SME’s) has been deeply analysed in the business field focusing on two different streams. The first is the “global or progressive approach” (Johanson & Vahlne, 1977), (Cavusgil, 1980); the second is the “International new venture approach” also known as Born Global Companies (BGC) presented by Oviatt & McDougall (1994) and Matiusinaite & Sekliuckiene (2013), Matiusinaite, et al. (2015).
Ana Maria Parente-Laverde and Juan Lucas Macias (2017) ,"International Marketing Strategies: the Case of Colombian Small and Medium Enterprises", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 58-59.
Ana Maria Parente-Laverde, Universidad de Medellín, Colombia
Juan Lucas Macias, Universidad de Medellín, Colombia
LA - Latin American Advances in Consumer Research Volume 4 | 2017
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