DEVELOPMENT OF AN INTERNATIONALIZATION STRATEGY TO EFFECTIVELY MARKET PAKISTAN SMEs PRODUCTS TO EUROPEAN COUNTRIES

Mustafa, Mamoon (2021) DEVELOPMENT OF AN INTERNATIONALIZATION STRATEGY TO EFFECTIVELY MARKET PAKISTAN SMEs PRODUCTS TO EUROPEAN COUNTRIES. Doctoral thesis, UNIVERSITY OF WALES TRINITY SAINT DAVID.

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Abstract

In many countries, small-medium enterprises (SMEs) play a vital role in creating jobs and economic development, especially in developing countries like Pakistan. However, despite possible internationalisation benefits and strategic importance, numbers of Pakistani SMEs are not actively serving the international market because of their weak business strategy and market barriers faced in the global marketplace. This study focuses on the strategy and methods used by the SMEs of Pakistan to enter the international market. The upstream and downstream internationalisation model is used for the technological knowledge and acquisition of the market and the foreign customers' insight and foreign market insight. The dimensions, SMEs are required to focus for internationalisation are investigated in this research, such as market, product, and time and operation mode. This is the main focus of the study. To solicit the opinion of sampled Pakistan SMEs managers from the list provided by the Small and Medium Enterprises Authority (SMEDA), a qualitative research design was employed and interviews were used for data collection. Findings reveal that SMEs' current strategy is the major challenge and obstacle for them entering the internationalisation process. Results show that market choice and region is not a part of the deliberate strategy but an unexpected opportunity outcome. Furthermore, the findings revealed that a lack of market knowledge makes it difficult for SMEs to gain access and assistance, as the government institutions' policies and regulations are not supportive. In addition, financial constraints make it challenging to manage this internationalisation process efficiently. The current research contributes to identifying the challenges required to be solved internationalisation process. Government institutions, skilled workforce, R&D, logistics, market access, and financial support are more likely to play a role in SMEs' journey to achieve internationalisation effectively.

Item Type: Thesis (Doctoral)
Uncontrolled Keywords: SME's, internationalisation, marketing strategy
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses and Dissertations > Doctoral Theses
Depositing User: Mustafa Mamoon
Date Deposited: 19 Aug 2021 12:56
Last Modified: 19 Aug 2021 12:56
URI: https://repository.uwtsd.ac.uk/id/eprint/1750

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