The challenges of internationalising national culture‐based hand‐crafted products

Abstract

Purpose

The purpose of this paper is to illustrate how small to medium‐sized enterprise firms can develop internationalization processes successfully.

Design/methodology/approach

A case study is used to illustrate the milestones of the global process.

Findings

The paper finds that, although internationalization is a complicated task, the adequate management of resources allows firms to achieve their objectives.

Originality/value

The paper takes as reference a national culture‐based hand‐crafted product, which is really difficult to internationalize.

Citation

Cambra‐Fierro, J., Vazquez‐Carrasco, R. and Centeno, E. (2009), "The challenges of internationalising national culture‐based hand‐crafted products", Marketing Intelligence & Planning, Vol. 27 No. 7, pp. 900-908. https://doi.org/10.1108/02634500911000216