Marketing Capabilities of Early Internationalising Firms

Sanja Mitić; Branko Rakita

doi:10.7595/management.fon.2020.0019

Sanja Mitić University of Belgrade, Faculty of Economics, Serbia
Branko Rakita University of Belgrade, Faculty of Economics, Serbia

DOI: https://doi.org/10.7595/management.fon.2020.0019

Abstract

Research Question: The topic of this study is marketing capabilities of early internationalising firms from Serbia. Motivation: As marketing perspective was found to be important for understanding the early internationalisation phenomenon, the aim of this study is to shed light on the marketing capabilities of early internationalising firms from Serbia. This topic was widely examined in the developed countries, but there is an evident lack of research in developing countries, especially in the Western Balkans. Understanding the specifics of early internationalising firms can provide valuable policy and managerial implications for stimulating export activities of small and medium-sized firms. Idea: The idea of the paper is to identify the main marketing capabilities of early internationalising firms from Serbia. Data: Primary data were collected through semi-structured interviews with the founders or managers of four firms from Serbia, over the period from August 2018 to January 2019. Tools: As this topic is not widely investigated in Serbia and other Western Balkan countries, a case study method was found to be appropriate. Primary data were completed with secondary data sources. Findings: The results show that in terms of marketing capabilities, early internationalising firms from Serbia express similar features as the ones already recognized in the literature. They develop differentiated, high quality and innovative products, specialized for a particular market niche or segment. Contribution: This study provides the results of the first primary research on the marketing capabilities of early internationalising firms from Serbia and offers valuable implications for managers, for developing an effective international marketing strategy, as well as policy implications for export support programmes and small and medium-sized firms’ policy.

Author Biographies

Sanja Mitić, University of Belgrade, Faculty of Economics, Serbia

Sanja Mitić is an Associate professor at the Faculty of Economics, University of Belgrade. She holds a MSci and PhD from the Faculty of Economics at the University of Belgrade. She teaches courses in International marketing, Export management and International marketing management, in the bachelor and master programs at the Faculty of Economics, University of Belgrade. Her main areas of academic interests include: international marketing, food marketing, export management, born-global firms and early internationalization. She is a member of Serbian Marketing Association, Serbian Scientific Society of Economists and European Marketing Association.

Branko Rakita, University of Belgrade, Faculty of Economics, Serbia

Branko Rakita is a Full professor at the Faculty of Economics, University of Belgrade. He teaches the courses in International business and management, International Marketing and Strategic marketing, in the bachelor, master and PhD programs at the Faculty of Economics, Belgrade University. The main focus of his scientific work is primarily related to international business, international marketing, brand management, cross-border acquisitions. He is a member of Serbian Marketing Association, Serbian PR Association, Serbian Scientific Society of Economists and Serbian Association of Economists.