After reading this chapter, you will be able to:

Develop an appreciation of the challenges and opportunities facing small medium- sized enterprises (SMEs) in internationalising across cross cultural markets;

identify and compare the different strategic approaches to cross cultural marketing adopted by SMEs;

Understand the factors that drive SME internationalisation;

Contrast the alternative segmentation strategies of SMEs developing cross cultural marketing strategies;

Understand the role that relational strategies play in cross cultural SME marketing.