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Published in:
2015 | OriginalPaper | Chapter
U.K. Smes’ Approach to Servicing Overseas Markets: The Concentration Versus Spreading Debate and the Importance of Managerial Commitment
Author : Dave Crick
Published in: Creating and Delivering Value in Marketing
Publisher: Springer International Publishing
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This paper revisits the ‘market concentration versus spreading’ debate in relation to firms’ international market servicing strategies. Findings from a postal survey of U.K. SMEs and subsequent interviews indicate that differences exist between groups of firms in relation to their measures and sources of competitiveness. Specifically, those that employ either as a committed or uncommitted strategy, an approach which concentrates on key overseas markets compared with those that spread their efforts over a number of markets. Recommendations for policy makers are put forward for the targeting of overseas trade assistance.