Research is limited on how accumulated international experience and decision-making style propel internationalising SMEs toward brand orientation. Our study builds a model of the process on classical and entrepreneurial brand management principles plus the firm's applied experience and decision-making logics. An online survey of 235 internationalising SMEs found that adopted decision-making logic mediated the relationship between cumulative international experience and international brand orientation. We conclude that managers and planners must select the most appropriate approach to international brand management permitted by available international firm-specific experience if they are to achieve strong international brand orientation and superior financial performance.

关于积累的国际经验和决策风格如何推动国际化中小企业走向品牌导向的研究有限。我们的研究建立了一个基于经典和创业品牌管理原则以及公司应用经验和决策逻辑的过程模型。一项针对 235 家国际化中小企业的在线调查发现，采用的决策逻辑在国际经验积累与国际品牌定位之间起到了中介作用。我们的结论是，如果管理者和规划者要实现强大的国际品牌定位和卓越的财务业绩，他们必须选择可用的国际公司特定经验所允许的最合适的国际品牌管理方法。