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Realising the Marketing Advantages of International Standard-Setting Activities: Opportunities for Innovative Technology-Based SMEs.
- Source :
- Journal of Marketing Management; Nov98, Vol. 14 Issue 8, p897-925, 29p
- Publication Year :
- 1998
-
Abstract
- Despite a growing literature exploring the impact of international standards on the long-term competitive position of large technology-based multinational enterprises and, as a corollary, how these firms participate in standard-setting, comparatively little attention has been given to these phenomena with regard to the internationalisation of small and medium-sized enterprises (SMEs). This is perhaps a reflection of a 'master storyline' that assumes international standard-setting activities are almost solely the purview of larger organisations. Accordingly, this paper explores how small and medium technology-based enterprises participate in international standard-setting processes and the strategic marketing advantages that may accrue through such participation, using a qualitative case-study approach involving six technology-based SMEs in Australia. Summary frameworks depicting different means of participation and marketing related benefits are presented. The findings suggest that innovative technology-based SMEs may use the international standard-setting environment and processes more strategically than often supposed. [ABSTRACT FROM AUTHOR]
- Subjects :
- STRATEGIC planning
INTERNATIONAL business enterprises
MARKETING laws
INTERNATIONAL cooperation on commercial law
SMALL business
COMPETITIVE advantage in business
INTERNATIONAL trade
TECHNOLOGICAL innovations
GLOBALIZATION
INTERNATIONAL competition
INTERNATIONAL economic relations
INDUSTRIAL management
Subjects
Details
- Language :
- English
- ISSN :
- 0267257X
- Volume :
- 14
- Issue :
- 8
- Database :
- Complementary Index
- Journal :
- Journal of Marketing Management
- Publication Type :
- Academic Journal
- Accession number :
- 7132609
- Full Text :
- https://doi.org/10.1362/026725798784867527