Digital infrastructure adoption and brand development of internationalising SMEs: decision-making logic and desire for change
by Samuel Yaw Kusi
International Journal of Export Marketing (IJEXPORTM), Vol. 4, No. 1, 2021

Abstract: Digital marketing has received much academic attention but barely studies have neglected digital infrastructure as a branding strategy of young internationalising firms. Further decision-making of the entrepreneur concerning branding is neglected. Through a conceptual framework and propositions, we contribute to the new field of digital entrepreneurship, branding and general entrepreneurship literature. We display that entrepreneurial digital branding, that is entrepreneurs' branding strategies are evident in their decision-making which triggers the brand's fundamental principles and consequently shapes the entire branding activities.

Online publication date: Mon, 05-Apr-2021

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