ISSN: 2222-6990
Open access
This study aims to see the perspective of SME entrepreneurs on product marketing at the global level. The writing process of this scoping review has referred to the PRISMA writing standard (Preferred Reporting Items for Systematic Review and Meta-analysis). Two main databases, Science Direct and Google Scholar were used to find related articles and resources. A systematic search strategy including three processes namely identification, screening, and eligibility was done while theme analysis was used to obtain the main results of this study. The analysis found that a total of 63 articles discussed the perspective of SME entrepreneurs on business marketing and were divided into 5 themes: challenges, effects, influences, roles, and strategies. By referring to this scoping review, small and medium enterprises can have an impact on other entrepreneurs to advance the marketing field to a global level.
Adiguzel, Z. (2019). Examining the Effects of Strategies, Competition Intelligence, and Risk Culture on Business Performance in International Enterprises. In Chapter 6 (pp. 115–144).
Alalawi, G. N. S. (2020). The Influence of Entrepreneurship Orientation on Omani Smes Performance.
Aldalou, O., & Migdad, A. (2023). The Role of Micro-Entrepreneurship in Poverty Alleviation for Refugees in Turkey. Proceedings of Femfest International Conference on Economics, Management and Business, 1, 186–198.
Ali, A., Wierenga, M., Fernhaber, S. A., & Nummela, N. (2023). From Grassroots to International Markets: A Qualitative Study of Marginalized Entrepreneurs in India. International Business Review, 32(5), 1–17.
Alrawadieh, Z., Cetin, G., & Karayilan, E. (2018). Understanding the Challenges of Refugee Entrepreneurship in Tourism And Hospitality. The Service Industries Journal.
Anwar, M. R., Yusup, M., Millah, S., & Purnama, S. (2022). The Role of Business Incubators in Developing Local Digital Startups in Indonesia. Startupreneur Business Digital (SABDA), 1(1), 1–9.
Arachchige, S. S. (2023). Implementation of Export Business Strategy for Internationalization Entrepreneurial Startups to Achieve Competitive Advantage in an Emerging Economy.
Azmi Wahab, Diana Abdul Wahab, & Mohammad Tawfik Yaakub. (2019). Cabaran-cabaran Perusahaan Kecil dan Sederhana di Malaysia Pasca Merdeka. Jurnal Sains Insani, 4(2), 65–75.
Bachiri, R. El. (2023). How Can Smes Planning to Expand Internationally Benefit from the Services Offered by the British Chambers of Commerce?
Braun, V., & Clarke, V. (2006). Using Thematic Analysis in Psychology. Qualitative research in Psychology, 3(2), 77–101.
Changwony, F. K., & Kyiu, A. K. (2024). Business Strategies and Corruption in Small and Medium-Sized Enterprises: The Impact of Business Group Affiliation, External Auditing, and International Standards Certification. Business Strategy and the Environment, 33, 95–121.
Chen, W., Lin, Y., Bag, A., & Chen, C. (2023). Influence Factors of Small and Medium-Sized Enterprises and Micro-Enterprises in the Cross-Border e-Commerce Platforms. Journal of Theoretical and Applied Electronic Commerce Research, 18, 416–440.
Civelek, M., & Svihlikova, I. (2022). International Differences in the Perceptions of Export Obstacles by SMEs in the Same Firm-Level Characteristics: Evidence From European Countries. Folia Oeconomica Stetinensia, 22(1), 18–45.
Corbett, A., & Iskandar, W. H. (2022). How Do Transnational Experiences Influence the Careers and Entrepreneurial Performance of Indonesian Technology Co-Founders?
Dal Mas, F., Massaro, M., Paoloni, P., & Kianto, A. (2023). Translating Knowledge in New Entrepreneurial Ventures: The Role of Business Plan Development. VINE Journal of Information and Knowledge Management Systems, 53(6), 1159–1177.
Dameshifa, K., Azazi, A., Listiana, E., Malini, H., & Heriyadi. (2023). The Influence of Entrepreneurial and Market Orientation on Business Performance Through the Mediation of Innovation Capability?: Implementation of SMEs in Indonesia. East African Scholars Journal of Economics, Business and Management, 6(1), 1–10.
Dourado, A. L. F. S., Figueira, M., & Castro, C. C. de. (2019). Analysis of Born Globals Internationalization Strategy and Partnerships. International Journal Strategic Business Alliances, 6(4), 217–232.
Dumitrescu, M., & Ni?u, M. (2019). Internationalization of Companies – Stages and Challenges in the Global Business Environment. Economic Sciences Series, XIX(1), 25–32.
Dzogovic, S. A., & Ajdarpasic, S. (2022). The Importance of Language Management: Implications in the International Business Environment. Journal of Human Research in Rehabilitation, 4, 53–61.
Fashakin, O. (2023). Language Barrier as A Form of Challenge to Immigrant Entrepreneurship.
Ferdous, A. B., & Tanya, S. (2021). Women’s Entrepreneurship in Emerging Markets: The Challenges to Develop and Internationalize Entrepreneurial Firms A Study on Bangladesh.
Fornes, G., & Cardoza, G. (2018). Internationalization of Chinese Smes: The Perception of Disadvantages of Foreignness. Emerging markets finance and trade, 1–20.
Gao, J., Siddik, A. B., Abbas, S. K., Hamayun, M., Masukujjaman, M., & Alam, S. S. (2023). Impact of e-Commerce and Digital Marketing Adoption on the Financial and Sustainability Performance of MSMEs During the COVID-19 Pandemic?: An Empirical Study. Sustainability, 15, 1–21.
Gawe, A., Mroczek-Dabrowska, K., & Pietrzykowski, M. (2023). Digitalization and its Impact on the Internationalization Models of SMEs. In Artificiality and Sustainability in Entrepreneurship (pp. 19–40).
Ghouse, S. M. (2020). Impact of Export Barriers on Micro, Small and Medium Enterprises Internationalization: An Indian Perspective. International Journal Export Marketing, 3(4), 370–388.
Griggio, C., & Oxenswardh, A. (2021). Human Capital and Sustainability Challenges for Airbnb Bed and Breakfast Lifestyle Entrepreneurs. Scandinavian Journal of Hospitality and Tourism, 1–27.
Hakeem, F., Qazi, A. J., & Gani, R. (2018). Role of MSME in Entrepreneurship Development- A Case Study. Journal of Emerging Technologies and Innovative Research (JETIR), 5(5), 365–369.
Hamalainen, T. (2023). The Role of Entrepreneurial Marketing in The Success of Born-Global Companies in The Digital Age.
Hareebin, Y. (2020). Factors Affecting Human Capital and Innovative Entrepreneurial Capabilities of Tour Operators: Evidence From Andaman Coast, Thailand*. Journal of Asian Finance, Economics and Business, 7(10), 359–368.
He, C., Baranchenko, Y., Lin, Z., Szarucki, M., & Yukhanaev, A. (2020). From Global Mindset to International Opportunities: The Internationalization of Chinese SMEs. Journal of Business Economics and Management, 21(4), 967–986.
Irawan, C. B., Sasongko, B., & Afriani, I. H. (2022). The Role of English and Technology on Human Performance in International Business. International Journal of Applied Business and International Management, 7(2), 30–40.
Karami, M., Ojala, A., & Saarenketo, S. (2020). Entrepreneurial Orientation and International Opportunity Development by SMEs: The Mediating Role of Decision-Making Logic. Journal of Small Business Management, 1–29.
Khushnud, Z., Zhou, Q., & Li, Y. (2020). Analysis of Risk Assessment for Financing Small- Medium Enterprises’ Projects and The Impact of Lending Decision-Making. Advances in Economics, Business and Management Research, 146, 252–257.
Kitchenham, B., & Charters, S. M. (2007). Guidelines for Performing Systematic Literature Reviews in Software Engineering (pp. 1–57).
Korobtcova, I. (2019). Applying Marketing Activities to Strengthen Brand Equity Within Smes: Case Studies on Italian and Spanish Languages Schools.
Li, J., & Zheng, Y. (2020). Enacting Multilingual Entrepreneurship: An Ethnography of Myanmar University Students Learning Chinese as an International Language. International Journal of Multilingualism, 20(2), 1–16.
Liao, D. X., & Parkouda, M. (2023). Paving The Road to Global Markets: How Increasing Participation in International Standards Development Can Boost Exports From Small and Medium Enterprises. International Journal of Standardization Research, 20(1), 1–19.
Lin, S., & Si, S. (2018). The Influence of Exploration and Exploitation on Born Globals ’ Speed of Internationalization. Management Decision, 1–18.
Ly, C. H. & M. (2023). Breaking Out of Boundaries: A Multiple Case Study Examining The Role of Entrepreneurship for The Internationalization of Small Skincare Born Global Firms.
Mahdi, A. M. T. (2022). Challenges and Barriers of SMEs From Developing Countries (Training and Consulting Sector).
Mai, A. N., Vu, H. Van, Bui, B. X., & Tran, T. Q. (2019). The Lasting Effects of Innovation on Firm Profitability: Panel Evidence From A Transitional Economy. Economic Research, 32(1), 3411–3430.
Mannion, F. (2023). The Dependent Film Distributor: The Role of Entrepreneurship and The Experiential in The UK and Irish Theatrical Film Sector.
Marinho, B. F. D., & Melo, I. C. (2022). Fostering Innovative SMEs in A Developing Country: The ALI Program Experience. Sustainability, 14, 1–16.
Mei-Feng, W. (2022). Exploring Critical Issues Faced by Chinese Immigrant Entrepreneurs in the U.K.
Meingast, L. (2022). The Role of Social Capital and Network Relationships in The Process of Internationalization in SMEs.
Mnzava, A. T. (2019). Determination of The Impact of Monitoring and Evaluation on Business Development Services in Providing Effective Services To SMEs: A Case of Mwanza City.
Moher, D., Tetzlaff, J., Tricco, A. C., Sampson, M., & Altman, D. G. (2007). Epidemiology and Reporting Characteristics of Systematic Reviews. PLoS Med, 4(3), 0447–0455.
Musso, F., & Francioni, B. (2020). The Strategic Decision-Making Process for the Internationalization of Family Businesses. Sinergie Italian Journal of Management, 38(2), 21–43.
Zulkupli, N. A., & Mansur, M. (2023). Persaingan Perusahaan Kecil & Sederhana (PKS) di Universiti Kebangsaan Malaysia (UKM) dalam Sektor Penyediaan Makanan. Jurnal Personalia Pelajar, 26(1), 39–52.
Oladapo, I. A., Alkethery, N. M., & Alsaqer, N. S. (2023). Consequences of COVID-19 Shocks and Government Initiatives on Business Performance of Micro, Small, and Medium Enterprises in Saudi Arabia. Journal of Small Business Strategy, 33(2), 64–88.
Pham, T.-H., Ho, M.-T., Vuong, T.-T., Nguyen, M.-C., & Vuong, Q.-H. (2020). Entrepreneurial Finance: Insights From English Language Training Market in Vietnam. Journal of Risk and Financial Management, 13(96), 1–23.
Prusak, B., Morawska, S., ?ukowski, M., & Banasik, P. (2022). The Impact of Bankruptcy Regimes on Entrepreneurship and Innovation. Is There Any Relationship? International Entrepreneurship and Management Journal, 18, 473–498.
Putro, H. P. N., Rusmaniah, Mutiani, Abbas, E. W., Jumriani, & Ilhami, M. R. (2022). Social Capital of Micro, Small, and Medium Enterprises in Kampung Purun for Improving Entrepreneurship Education. Al-Ishlah: Jurnal Pendidikan, 14(2), 1669–1680.
Richards, W. A. G. (2019). The Internationalization of the Jamaican Manufacturing Micro Small and Medium Enterprise: The Impact of Standards as A Potential Firm Resource.
Rosemond, B., Appiah-gyimah, R., & Osei, M. B. (2019). Social Capital and SME Performance: The Moderating Role of Emotional Intelligence. Journal of Entrepreneurship in Emerging Economies, 1–25.
Sahin, F., & Gurbuz, S. (2017). Entrepreneurial Orientation and International Performance: The Moderating Role of Cultural Intelligence. Journal of Management & Organization, 1–25.
Sekliuckiene, J., Jarosinski, M., & Kozma, M. (2019). Entrepreneurial Level Factors of Early Internationalization: A Cross Country Comparison. Inzinerine Ekonomika-Engineering Economics, 30(2), 223–235.
Setiawan, M. R., & Wahyuningsih, S. (2023). The Role of English in The Business World for Import-Export Entrepreneurs: Insight From The Indonesian Furniture Industry. Journal of English Language Teaching, 8(1), 132–138.
Shorokhova, S. (2023). The Role of Entrepreneurial Imaginativeness in Sustaining Business Success Through Crisis: The Case of Russian Business Owners.
Siddiqui, A. (2021). Impact of Firm-Level Characteristics and International Marketing Strategies on Export Performance of Smes in South Africa.
Stuk, A. (2023). The Role of Language in International Business Communication.
Tambunan, T. T. H. (2021). Export of Indonesian SMEs and The Role of Partnership. Journal of Developing Economies, 6(2), 235–252.
Tezi, Y. L. (2021). The Role of Entrepreneurship Support Programs in Responding to The Challenges Refugee Entrepreneurs Face: The Case of Syrian Refugee Entrepreneurs in Turkey.
Tung, H. T., Anh, T. H., Ngan, N. T. K., & Ngan, N. N. T. (2023). Starting A Business of Vietnamese Young People: Opportunities and Challenges. International Research Journal of Economics and Management Studies, 2(4), 35–43.
Vaivode, I. (2022). Advancement of The Entrepreneurial Mindset as A Driving Force for The Creation of A Successful Born Global Strategy.
Verde, P. M. P. G. (2021). How Economic Conditions of A Country Impact its Local Tourism: Entrepreneurship and Innovative Approaches to Challenge this Threat.
Vidak, N., & Golemac, Z. (2021). English Language and Economy in the Digital World. DIEM, 1, 55–62.
Wuryaningrat, N. F. (2022). Technopreneurship-based Competitiveness and Innovation at Small Business in Gorontalo City. International Journal of Sustainable Development and Planning, 17(4), 1117–1122.
Xu, W. (2023). International Students’ Linguistic Entrepreneurship: Motivation, ‘Chinese Fever ’ and The Neoliberal Burden. Research Papers in Education, 00(00), 1–18.
Ibrahim, Z., Abdullah, F., & Ismail, A. (2021). International Business Competencies for Internationalized Malaysia Small and Medium Enterprises (MSMEs). Journal of Advanced Management Science, 9(4), 96–100.
Zhang, J. (2021). Research on Employee Relationship Management Innovation of SMEs in China. Proceedings of the 5th Asia-Pasific Conference on Economic Research and Management Innovation (ERMI 2021), 167, 94–99.
Zhang, L. (2023). Exporting Barriers Facing Small and Medium-Sized Enterprises in China.
Zrnic, A. (2022). Socially and Environmentally Responsible Business Practices in SMEs: A Case Study of Croatia. 88th International Scientific Conference on Economic and Social Development, 10, 379–388.
(Soad et al., 2024)
Soad, N. F. A. M., Asbulah, L. H., & Ahmad, S. Z. (2024). A Study of Small Medium Enterprise Marketing to the Global Level: A Scoping Review. International Journal of Academic Research in Business and Social Sciences, 14(8), 2315–2335.
Copyright: © 2024 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode