Local heritage – a hindrance or a catalyst for successful internationalization initiation? Empirical evidence from micro-businesses in the British craft-brewing industry

Karampela, Maria and Waehning, Nadine (2017) Local heritage – a hindrance or a catalyst for successful internationalization initiation? Empirical evidence from micro-businesses in the British craft-brewing industry. In: Consortium for International Marketing Research, 2017-06-20 - 2017-06-23.

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Abstract

Drawing from extant literature on SMEs’ internationalization, characteristics of micro-firms, and brand heritage, this study aims to provide insight into the complex role that strong brand associations to locality play in micro-firms’ approach towards internationalization. The specific objectives of this research are to: 1) understand how deep local embeddedness influences the adoption of a domestically- or internationally-oriented market focus; 2) explore how strong brand associations with locality hinder and/or encourage internationalization decisions; and 3) reveal micro-breweries’ mechanisms to negotiate potential tensions emerging from efforts to pursue international activities while retaining their crucial connections to their locale.

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