International Marketing: An SME Perspective

Over the past few decades the international business environment has been considerably reformed. Regional economic integration, the liberalization in international trade and foreign direct investment, the revolutionary advances in communication technologies, and the emergence and rabid expansion of the world wide web, have all contributed towards the creation of an increasingly diverse and dynamic global landscape. In this new commercial reality, the development of appropriate international marketing strategies that can offer firms a sustainable competitive advantage in overseas markets has become a complicated and challenging task. This is particularly the case for small‐ and medium‐sized firms (SMEs), which represent the vast majority of firms involved in international business. Given these developments, the book by de Búrca, Fletcher and Brown, which presents a contemporary analysis of key international marketing topics from the perspective of SMEs, is an important contribution that can effectively support international marketing teaching at both the undergraduate and post‐graduate levels.

The book has 19 chapters, which are divided, into four parts. Part A focuses on the “International Marketing Environment” and it consists of six chapters. The first chapter defines international marketing and presents its driving forces. The next four chapters examine the key environments, which have an impact on international business activities in general, and international marketing in particular, i.e. the economic and financial, cultural, political and legal, and technological environments. The last chapter in this part provides a comprehensive discussion of the key issues to be considered in conducting marketing research in international markets.

Part B is on the “International Marketing Mix” and includes six chapters. Chapter 7 addresses the key problems faced by firms in evaluating the attractiveness of alternative foreign markets and selecting the most promising ones, and presents the alternative modes that a firm can use in order to enter a foreign market. The remaining chapters in this part are devoted to the international marketing mix, emphasizing the process that firms should follow in order to develop successful marketing programmes, and the factors that determine the appropriateness of pursuing a strategy of marketing programme standardization or customization. Special mention should be made for Chapter 9, which focuses on the international marketing of services.

Part C consists of five chapters, which are devoted to strategic planning in international markets. The first three chapters describe the strategic marketing planning process, discuss alternative competitive strategies and examine sources of competitive advantage in an international marketing context. They also consider how international marketing strategy should be adapted in accordance with a firm's competitive position in the marketplace. The remaining chapters address two issues which have attracted considerable attention in recent years among academic researchers and business practitioners: globalization, including a discussion of its drivers and the benefits and drawbacks associated with a global strategy; and the management of relationships, networks and strategic alliances in international business.

Finally, Part D includes two chapters, which cover some contemporary challenges in international marketing. Specifically, Chapter 18 examines the impact on international business activities of the establishment of bilateral and multilateral trade relations and agreements between countries. Particular emphasis is placed upon the role of multilateral training systems like the World Trade Organisation, and regional economic integration, like the formation of the European Union and North American Free Trade Area. Chapter 19 focuses on e‐commerce, emphasizing its implications for international marketing and outlining the challenges faced by international marketers in their endeavour to exploit the opportunities created by the rapid growth of the internet around the globe.

As it can be inferred from the above discussion, the authors provide a comprehensive and balanced analysis of all relevant topics involved in the management of marketing activities in an international context, and in the development and implementation of effective international marketing strategies. Moreover, they adequately cover contemporary issues and consider the significant changes caused by technological developments, and especially the advent of the internet. Particularly, in addition to Chapters 5 and 19 which focus on the international technological environment and e‐commerce respectively, each chapter includes an “Internet Infusion” illustrating how the topic of that chapter is impacted upon by the use of the internet in international marketing.

Another useful feature of the book is the inclusion of “International highlights” in each chapter, which provide practical examples for companies originating from western countries as well as from the Asia‐pacific region. The book contains also 19 case studies of various lengths, located at the end of each part, which can be used as the basis for class discussion, written assignments, and presentation by students. It should also be commented for its coverage of ethical issues, and the provision of useful web sites at the end of each chapter, as well as of internet exercises in the form of “Web Workouts”.

One drawback of the book is that the SMEs perspective is not addressed as extensively as somebody would expect, given the title. However, this is counterweighted to some extent by the company references and cases studies used, many of which focus on SMEs. Overall, this is a comprehensive book on international marketing, well written, and organized in a logical structure. Thus, it has the potentials to make a fruitful contribution and support the development of international marketing courses, whereas at the same time it offers valuable insights for international marketing practitioners.