Local heritage – a hindrance or a catalyst for successful internationalization initiation? Empirical evidence from micro-businesses in the British craft-brewing industry

Maria Karampela, Nadine Waehning

Research output: Contribution to conferencePaper

7 Downloads (Pure)

Abstract

Drawing from extant literature on SMEs’ internationalization, characteristics of micro-firms, and brand heritage, this study aims to provide insight into the complex role that strong brand associations to locality play in micro-firms’ approach towards internationalization. The specific objectives of this research are to: 1) understand how deep local embeddedness influences the adoption of a domestically- or internationally-oriented market focus; 2) explore how strong brand associations with locality hinder and/or encourage internationalization decisions; and 3) reveal micro-breweries’ mechanisms to negotiate potential tensions emerging from efforts to pursue international activities while retaining their crucial connections to their locale.
Original languageEnglish
Publication statusPublished - 20 Jun 2017
EventConsortium for International Marketing Research - Florence, Italy
Duration: 20 Jun 201723 Jun 2017
Conference number: 26th

Conference

ConferenceConsortium for International Marketing Research
Abbreviated titleCIMaR
CountryItaly
CityFlorence
Period20/06/1723/06/17

Fingerprint

Micro businesses
Internationalization
Empirical evidence
Brewing industry
Catalyst
Heritage
Locality
Brand association
Micro firms
Embeddedness
Small and medium-sized enterprises

Keywords

  • brand heritage
  • micro firm
  • micro-brewing industry

Cite this

@conference{3ee11466dd8c4f0895a948daac394ef5,
title = "Local heritage – a hindrance or a catalyst for successful internationalization initiation? Empirical evidence from micro-businesses in the British craft-brewing industry",
abstract = "Drawing from extant literature on SMEs’ internationalization, characteristics of micro-firms, and brand heritage, this study aims to provide insight into the complex role that strong brand associations to locality play in micro-firms’ approach towards internationalization. The specific objectives of this research are to: 1) understand how deep local embeddedness influences the adoption of a domestically- or internationally-oriented market focus; 2) explore how strong brand associations with locality hinder and/or encourage internationalization decisions; and 3) reveal micro-breweries’ mechanisms to negotiate potential tensions emerging from efforts to pursue international activities while retaining their crucial connections to their locale.",
keywords = "brand heritage, micro firm, micro-brewing industry",
author = "Maria Karampela and Nadine Waehning",
year = "2017",
month = "6",
day = "20",
language = "English",
note = "Consortium for International Marketing Research, CIMaR ; Conference date: 20-06-2017 Through 23-06-2017",

}

Karampela, M & Waehning, N 2017, 'Local heritage – a hindrance or a catalyst for successful internationalization initiation? Empirical evidence from micro-businesses in the British craft-brewing industry' Paper presented at Consortium for International Marketing Research, Florence, Italy, 20/06/17 - 23/06/17, .

Local heritage – a hindrance or a catalyst for successful internationalization initiation? Empirical evidence from micro-businesses in the British craft-brewing industry. / Karampela, Maria; Waehning, Nadine.

2017. Paper presented at Consortium for International Marketing Research, Florence, Italy.

Research output: Contribution to conferencePaper

TY - CONF

T1 - Local heritage – a hindrance or a catalyst for successful internationalization initiation? Empirical evidence from micro-businesses in the British craft-brewing industry

AU - Karampela, Maria

AU - Waehning, Nadine

PY - 2017/6/20

Y1 - 2017/6/20

N2 - Drawing from extant literature on SMEs’ internationalization, characteristics of micro-firms, and brand heritage, this study aims to provide insight into the complex role that strong brand associations to locality play in micro-firms’ approach towards internationalization. The specific objectives of this research are to: 1) understand how deep local embeddedness influences the adoption of a domestically- or internationally-oriented market focus; 2) explore how strong brand associations with locality hinder and/or encourage internationalization decisions; and 3) reveal micro-breweries’ mechanisms to negotiate potential tensions emerging from efforts to pursue international activities while retaining their crucial connections to their locale.

AB - Drawing from extant literature on SMEs’ internationalization, characteristics of micro-firms, and brand heritage, this study aims to provide insight into the complex role that strong brand associations to locality play in micro-firms’ approach towards internationalization. The specific objectives of this research are to: 1) understand how deep local embeddedness influences the adoption of a domestically- or internationally-oriented market focus; 2) explore how strong brand associations with locality hinder and/or encourage internationalization decisions; and 3) reveal micro-breweries’ mechanisms to negotiate potential tensions emerging from efforts to pursue international activities while retaining their crucial connections to their locale.

KW - brand heritage

KW - micro firm

KW - micro-brewing industry

UR - https://www.disei.unifi.it/vp-221-cimar-2017-florence.html

M3 - Paper

ER -