INTERNATIONAL MARKETING STRATEGIES OF SMES IN THE DIGITAL AGE: ENTRY APPROACHES AND CHALLENGES

Abstract

The objectives of this study included: understanding cross-border e-commerce business models and operations of SMEs, and analyzing entry strategies suitable for small- and medium-sized suppliers targeting ASEAN cross-border e-commerce. Through analysis of multiple case studies and secondary data, this study provides reference to SMEs looking to penetrate the ASEAN e-commerce market, thereby enhancing the innovative energy and scale of SMEs and the cross-border e-commerce service industry. The findings indicate that three strategies adopted by the case SMEs for cross-border e-commerce in the ASEAN market were: seeking third-party operators to perform marketing work, collaborating with overseas platforms, and building their own online platforms. Research results also found that when SMEs engage in cross-border e-commerce, their products, brands, and channels form the golden triangle of cross-border e-commerce and influence one another.