INTERNATIONAL MARKETING STRATEGIES OF SMES IN THE DIGITAL AGE: ENTRY APPROACHES AND CHALLENGES

Chun-Liang Chen; Wai-Kit  Ng; Tze-Fei  Huang

doi:10.29121/ijetmr.v10.i12.2023.1387

Authors

Chun-Liang Chen Graduate School of Creative Industry Design, National Taiwan University of Arts, Taiwan, China https://orcid.org/0009-0003-7508-6830
Wai-Kit Ng Graduate School of Creative Industry Design, National Taiwan University of Arts, Taiwan, China
Tze-Fei Huang Graduate School of Creative Industry Design, National Taiwan University of Arts, Taiwan, China

DOI:

https://doi.org/10.29121/ijetmr.v10.i12.2023.1387

Keywords:

Internationalization Strategy, Entry Mode, Cross-Border E-Commerce, Branding, Small and Micro Enterprise

Abstract

The objectives of this study included: understanding cross-border e-commerce business models and operations of SMEs, and analyzing entry strategies suitable for small- and medium-sized suppliers targeting ASEAN cross-border e-commerce. Through analysis of multiple case studies and secondary data, this study provides reference to SMEs looking to penetrate the ASEAN e-commerce market, thereby enhancing the innovative energy and scale of SMEs and the cross-border e-commerce service industry. The findings indicate that three strategies adopted by the case SMEs for cross-border e-commerce in the ASEAN market were: seeking third-party operators to perform marketing work, collaborating with overseas platforms, and building their own online platforms. Research results also found that when SMEs engage in cross-border e-commerce, their products, brands, and channels form the golden triangle of cross-border e-commerce and influence one another.

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