A digital approach to international strategy development & distributor selection for SME’s and micro-firms. Case Study: NEEM Sunita Passi

Olafimihan, Jeti Oluwa (2016) A digital approach to international strategy development & distributor selection for SME’s and micro-firms. Case Study: NEEM Sunita Passi. [Dissertation (University of Nottingham only)]

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Abstract

The purpose of this project was to research findings on SME and micro-firm internationalisation and to provide a framework that will guide strategy development and foreign partner selection. The findings were to be applied to a UK based skin and body care company - NEEM Sunta Passi (NSP), which faced international strategy development and implementation challenges.

Secondary research was conducted using qualitative methods - consisting of readings and analysis of published journals, academic research papers and books. Informal phone interviews with an account manager from the UK Trade & Investment organisation and a previous owner of a firm who successfully internationalised were conducted to support analysis.

It was discovered that two major areas contributed positively to strategy development for SME’s and micro-firms such as NSP, included: decision maker profiles and automated foreign partner selection. Key decisions, often made by a sole decision maker such as the owner, are influenced by four main factors: personality, competence, socio-demography and typology. On the other hand, automated foreign distributor selection criteria using a hybrid of AHP/TOPSIS methods could provide sound direction for implementation. Finally, the use of cloud technology and SaaS will aid the process of engaging and providing guidance in strategy development and implementation to SME’s and micro-firms.

Keywords: SME, micro-firm, internationalisation, strategy, development, foreign partner selection, distributor, decision-making, technology.

Item Type: Dissertation (University of Nottingham only)
Keywords: SME, micro-firm, internationalisation, strategy, development, foreign partner selection, distributor, decision-making, technology.
Depositing User: Olafimihan, Jeti
Date Deposited: 18 Apr 2018 09:03
Last Modified: 26 Apr 2018 01:33
URI: http://eprints.nottingham.ac.uk/id/eprint/37173

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