Global Mindset and Adaptive Marketing Capabilities in the Internationalization of Mature Chinese SMEs: International Opportunity Perspective

Abstract

Despite the centrality of international opportunity concept in international entrepreneurship field, SMEs’ internationalization literature has focused mainly on SMEs’ international performance with limited attention paid by researchers to understanding the factors influencing the identification of international opportunities especially among mature internationalized SMEs. To this end, the current study examined the impact of SMEs managers’ global mindset (GM) and adaptive marketing capabilities (AMCs) on international opportunity identification (IOI) among mature Chinese SMEs with emphasis on the moderating impact of export market dynamism (EMD). Initial exploratory study using interviews with five managers of exporting SMEs was conducted to figure the relevance of GM and AMC in explaining IOI; and the presence of EMD. Later, self-administered questionnaires were used to collect data from founders/managers of 217 exporting SMEs. Findings showed that IOI is positively influenced by SME manager’s GM and AMCs. Despite the presence of EMD, it had no significant moderating impact on the relationship between GM and AMCs; and IOI. In the respondents’ characteristics analysis, it was revealed that no significant statistical impact of SME’s size, SME’s age, and SME manager’s international experience on IOI. This paper ends with drawing a set of implications and future research avenues.