Title: Digital infrastructure adoption and brand development of internationalising SMEs: decision-making logic and desire for change

Authors: Samuel Yaw Kusi

Addresses: School of Marketing and Communication, University of Vaasa, Finland

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.

Keywords: desire to change; digital infrastructure adoption; effectuation logic; internationalising SMEs branding.

DOI: 10.1504/IJEXPORTM.2021.113953

International Journal of Export Marketing, 2021 Vol.4 No.1, pp.19 - 38

Received: 21 Sep 2020
Accepted: 01 Nov 2020

Published online: 05 Apr 2021 *

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