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.
|Publication status||Published - 20 Jun 2017|
|Event||Consortium for International Marketing Research - Florence, Italy|
Duration: 20 Jun 2017 → 23 Jun 2017
Conference number: 26th
|Conference||Consortium for International Marketing Research|
|Period||20/06/17 → 23/06/17|
- brand heritage
- micro firm
- micro-brewing industry
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.