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

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.

Conference

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

Fingerprint

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

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 -