The main purpose of this paper is to explore how small and medium‐sized firms (SMEs) are meeting market needs in their export marketing strategy (EMS).
A combination of research methods were adopted including expert interviews and a survey among 212 SME exporting firms in the manufacturing industry.
The study offers insight into how exporting firms need to consider different market aspects in their EMS. It confirms the importance of product quality and the significance of flexibility in relation to local export markets. The study highlights a need for service to the market, in addition to a need for fulfilling service requirements when the firm is established in the local market.
The research is limited to SMEs in the manufacturing industry.
The paper contributes to the interface between marketing and entrepreneurship in an international context. The managerial implications emphasize the importance of flexibility in the international market entry.
