What explains small- and medium-sized apparel retailers’ international market involvement? An application of Uppsala model

Abstract

The purpose of this study is to investigate U.S. small- and medium-sized apparel retailers’ international expansion by proposing a theoretical framework that incorporates the antecedents of small- and medium-sized apparel retail firms’ international market involvement. Data were collected via a self-administered questionnaire completed by apparel retailers nationwide. A total of 76 usable questionnaires were collected based on Dillman et al. (Internet, mail, and mixed-mode surveys: The tailored design method, 2009) Mail Survey technique. The results indicate that small- and medium-sized apparel retailers who have more foreign networks are likely to have foreign market knowledge. Firm age and market knowledge were found to influence a firm’s international market involvement. The results further reveal that market knowledge mediates the relationship between foreign networking and international market involvement. This study contributes to the growing knowledge base about small- and medium-sized retailers’ international expansion in the apparel industry.