International Marketing in Business Practice of Small and Medium-Sized Enterprises
This paper examines international marketing in business practice of Czech exporting small and medium-sized enterprises (SMEs) with regard to the strategic perspectives. Research was focused on Czech exporting SMEs from Moravian- Silesia region and their behavior on international markets. For purpose of collecting data, a questionnaire was given to 262 SMEs involved in international business. Statistics utilized in this research included frequency, mean, percentage, and chi-square test. Data were analyzed by Statistical Package for the Social Sciences software. The research analysis disclosed that there is certain space for improvement in strategic marketing especially in a marketing research, perception of cultural and social differences, product adaptation and usage of marketing communication tools.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1100026Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1181
 Small and medium enterprises in Czech economy in the years 2003- 2010, Czech statistical office, 2013.
 J. W. Lu and P. W. Beamish, “The Internationalization and Performance of SMEs,” Strategic Management Journal, vol. 22, no. 6/7, pp. 565–586, 2001.
 G. A. Knight, “Entrepreneurship and Strategy in the International SME,” Journal of International Management,” vol.7, no.3, pp. 155-171, 2001.
 L. S. Welch and R. K. Luostarinen, “Internationalization: Evolution of a Concept,” Journal of General Management, vol.14, no.2, pp. 36-64, 1988.
 H. Machková, P. Král, and M. Lhotáková, International marketing. Praha: Oeconomica, 2010, pp. 8-9.
 M. Stoklasa, H. Starzyczná a K. Matušínská, “Czech food and regional brands within the globalized market,” Advanced Social Science Letter, Miramar USA, 2013.
 S. Onkvisit and J. J. Shaw, International marketing: analysis and strategy. New York: Routledge, 2004, pp. 5.
 D. Szymanski, S. Bharadwaj, P. R. Varadarajan, “Standardization versus adaptation of international marketing strategy: an empirical investigation,” Journal of Marketing, vol.57, no.2, pp. 1-17, 1993.
 P. Kotler and K. L. Keller, A Framework for Marketing Management. Harlow: Pearson Education Limited, 2012, pp.310.
 A. Kazem and B. Van Der Heijden, “Exporting Firms' Strategic Choices: The Case of Egyptian SMEs in the Food Industry, “SAM Advanced Management Journal, vol. 71, no.3, pp. 21-33, 2006.
 B. Hynes, “International Small Business Growth: A Process Perspective,” Irish Journal of Management, vol.29, no.2, pp. 87-106, 2010.
 M. C. Mason and R. Pauluzzo, “SMEs: The Path towards International Success,” Oxford Journal, vol.8, no.1, pp. 151-167, 2009.
 T. Wilkinson and L. E. Brouthers, “Trade Promotion and SME Export Performance,” International Business Review, vol. 15, no.3, pp.233-252, 2006
 N. Dejo-Oriciani and M. Ramírez-Alesón. “Export Behavior: a Study of Spanish SMEs,” GCG: Revista de Globalización, Competitividad & Gobernabilidad, vol.3, no. 2, pp. 52-67, 2009.