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Keywords: International marketing strategy
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (8): 1913–1950.
Published: 09 October 2025
...-researched area, an explorative qualitative study of UK exporting SMEs is conducted. A series of 19 in-depth interviews explores SME exporting practitioners’ views on the nature and value of patents within international marketing strategy. Findings For SME exporters that patent their innovations...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2014) 48 (7-8): 1209–1238.
Published: 08 July 2014
... Limited 2014 Economics Segmentation National culture International marketing strategy The growth of global competition has established international segmentation as a key issue in developing, positioning and selling products throughout the world (Ter Hofstede et al., 1999...
