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Virtual worlds: a gateway for SMEs towards internationalization

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dc.contributor.author Hassouneh, Diana
dc.contributor.author Brengman, Malaika
dc.date.accessioned 2021-05-31T10:05:22Z
dc.date.accessioned 2022-05-22T08:55:35Z
dc.date.available 2021-05-31T10:05:22Z
dc.date.available 2022-05-22T08:55:35Z
dc.date.issued 2011
dc.identifier.citation Hassouneh D. & Brengman M., (2011). ‘Virtual worlds: a gateway for SMEs towards internationalization’, Journal of Brand Management, special issue on digital and virtual world research on brands and marketing development, 19, 72-90. en_US
dc.identifier.issn 1350-231X
dc.identifier.issn 1479-1803
dc.identifier.uri http://localhost:8080/xmlui/handle/123456789/8371
dc.description.abstract The Internet, in its 2D form, offered answers to some of the internationalization barriers of small- and medium-sized enterprises (SMEs) and has questioned the available internationalization models. Virtual worlds (VWs) have recently emerged as a promising platform for conducting various business and marketing activities. The current article is the fi rst to examine their value in the internationalization process of SMEs. On the basis of literature from both the international marketing and the information systems fi elds, as well as incorporating current business practices, a model for internationalization using VWs is proposed. VWs ’potential as a market knowledge generator, a strategic tool for internationalization (marketing program testing and brand building) and as a business platform for real and in-world product is evaluated. Further, a strategy for SMEs on how to build successful businesses in such metaverses to help them achieve their objective / s is proposed. en_US
dc.language.iso en en_US
dc.publisher Journal of Brand Management, en_US
dc.subject virtual worlds ; small- and medium-sized enterprises ; market knowledge ; brand building ; internationalization ; virtual worlds culture en_US
dc.title Virtual worlds: a gateway for SMEs towards internationalization en_US
dc.type Article en_US

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