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- W4225065441 endingPage "101311" @default.
- W4225065441 startingPage "101311" @default.
- W4225065441 abstract "Research is limited on how accumulated international experience and decision-making style propel internationalising SMEs toward brand orientation. Our study builds a model of the process on classical and entrepreneurial brand management principles plus the firm's applied experience and decision-making logics. An online survey of 235 internationalising SMEs found that adopted decision-making logic mediated the relationship between cumulative international experience and international brand orientation. We conclude that managers and planners must select the most appropriate approach to international brand management permitted by available international firm-specific experience if they are to achieve strong international brand orientation and superior financial performance." @default.
- W4225065441 created "2022-04-29" @default.
- W4225065441 creator A5024028022 @default.
- W4225065441 creator A5025343610 @default.
- W4225065441 creator A5085995054 @default.
- W4225065441 date "2022-08-01" @default.
- W4225065441 modified "2023-10-06" @default.
- W4225065441 title "How classical and entrepreneurial brand management increases the performance of internationalising SMEs?" @default.
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