The standardisation versus adaptation decision of “successful” SMEs: findings from a survey of winners of the Queen’s Award for Export

This paper reports the findings from a postal survey investigating selected characteristics of winners of the Queen’s Award for Export, arguably the premier award for export achievement in the UK. It focuses on one part of the study, namely the extent to which standardisation or adaptation of firms’ international marketing strategies takes place and the research undertaken to arrive at this decision. Based on a sample of 180 firms which were primarily small and medium sized, this study offers a contribution to the literature, and advice to owner‐managers, since it provides empirical evidence of particular aspects of “successful” SMEs’ export strategies. Specifically, in learning from the practices of their successful industrial counterparts, results are presented which support the need for SMEs to undertake research and adapt their export strategies in line with the local requirements in export markets.