The Role of Market Research in the Internationalization of Small and Medium Enterprises

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Theme of our Study
• Company and Product Introduction
• Objective and Purpose
• Strategic Question/Problem Statement
• Research Questions
• Target Group
• Delimitations
• Methodology
• Topic Selection
• Research Approach
• Data Collection
• Purpose of Primary Data Collection
• Primary Data Collection Method
• Semi Structured Interviews for market survey
• Non Structured Interview with Company Owner
• Analysis Method
• Statistical Analysis
• Literature Review
• Presentation of Findings/Results
• Critical Literature Review
• Uppsala internationalization model (U-model)
• International Entrepreneurship Theory
• Marketing Mix
• Theories supplementing Marketing Mix
• Skimming versus Penetration
• MEC approach
• The Kano Model of Customer Satisfaction
• Network Theory
• Theoretical/Conceptual Framework
• International Entrepreneurship Theory

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This study focuses on providing a strategic framework for innovative SMEs to analyze the marketability of their products and services, enabling them to exploit international opportunities and reduce the risks associated with cross-border business ventures. The study seeks to understand how marketing research can contribute to the early internationalization process of SMEs.

• The role of marketing research in internationalization
• The strategic framework for SMEs to exploit international opportunities
• The application of marketing research in the early stages of internationalization
• The impact of marketing research on the risk profile of internationalizing SMEs
• The development of theoretical models for innovative SME internationalization

Zusammenfassung der Kapitel (Chapter Summaries)

The Introduction chapter sets the stage for the study, outlining the research theme, company and product details, objectives, research questions, target group, and delimitations. Chapter 2 delves into the research methodology, exploring topic selection, research approach, data collection methods, analysis techniques, and the literature review. Chapter 3 provides a critical review of existing literature relevant to the study, including the Uppsala model, international entrepreneurship theory, and marketing mix principles. It also examines theories supplementing the marketing mix, such as skimming versus penetration pricing, the MEC approach, the Kano model of customer satisfaction, and network theory. Chapter 4 outlines the theoretical and conceptual framework of the study, focusing on the International Entrepreneurship Theory. This framework serves as a foundation for further analysis and exploration of the research question.

Schlüsselwörter (Keywords)

The primary focus of this study is on the role of marketing research in supporting innovative SMEs in their pursuit of internationalization opportunities. The study explores key concepts like SME internationalization, marketing research, international entrepreneurship, theoretical models for SME internationalization, and risk management in the context of international business expansion.