ABSTRACT

The study examines specialized marketing capabilities’ role in the early internationalization of small- and medium-sized enterprises (SMEs). Emphasis is on sales and communication capabilities and on contrasting international new ventures (INV) from the mature economy of Italy and the posttransformation economy of Poland. Individual expert interviews, including a card-based game, and an entrepreneurial marketing conceptual framework were conducted with representatives of seven manufacturing INVs. The findings obtained through content analysis of interviews with CAQDAS software show how the main specialized marketing capabilities contribute to early expansion of INVs through an interaction with architectural marketing capabilities.

摘要

该研究考察了专业营销能力在中小企业 (SME) 早期国际化中的作用。重点是销售和沟通能力，以及来自意大利成熟经济体和波兰转型后经济体的对比国际新企业 (INV)。与七个制造 INV 的代表进行了个人专家访谈，包括纸牌游戏和创业营销概念框架。通过对 CAQDAS 软件进行访谈的内容分析获得的结果表明，主要的专业营销能力如何通过与架构营销能力的互动促进 INV 的早期扩张。