Enhancing international marketing capability and export performance of SMEs in crisis: Strategic flexibility and Digital technologies

Marketing

This paper discusses on enhancing international marketing capability and export performance of emerging markets SMEs in crises. This study examines the impact that international strategic alliances' (ISAs') strategic flexibility has on emerging market small and medium-sized companies' (ESMEs') export performance through their capacity to market internationally during times of crisis. It also looks at the relationships between ISPs' strategic flexibility, capacity for foreign marketing, export performance, and uptake of digital technologies. This paper builds on previous research on international marketing strategy and crisis management for EMSMEs by examining the strategic flexibility of ISPs in the context of emerging markets and how EMSMEs improve export performance during a crisis. The study's findings show that SMEs are starting to include new technologies in their business plans, such as blockchain, 3D printing, artificial intelligence, and machine learning. The technology-organization-environment framework (TOE) has also become a specialized topic in the field of study on the digital transformation of SMEs. Through the implementation of digital technology and worldwide marketing capabilities, ISAs' strategic flexibility is a crucial dynamic capability that can improve the export performance of SMEs.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.