ABSTRACT
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.
