The art of SME export marketing: a case study

McLeay, Fraser and Andersen, Hans-Christian (2010) The art of SME export marketing: a case study. The Marketing Review, 10 (3). pp. 239-258. ISSN 1469-347X

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Official URL: http://dx.doi.org/10.1362/146934710X523096

Abstract

In this paper, it is proposed that integrating arts and culture into international trade missions will stimulate arts and crafts, as well as SME exports. It can also help to package trade missions so that they appeal to a wider audience and build SMEs’ relationships with international partners. Arts and cultural organisations – as well as individual artists – share features and interests with other SMEs. A case study illustrates that by piggy-backing on each others’ unique skill sets, industry, tourism and the arts can together successfully contribute to trade missions that promote a region and the products produced there. Lessons that the primary author has learnt from organising and participating in numerous trade missions are used to develop a framework that could potentially be utilised to develop similar programmes. The results should be of value to policy-makers, export development organisations, arts and cultural development organisations, and individual SME managers and artists.

Item Type: Article
Uncontrolled Keywords: Art exporting, creative enterprise sector, creative industries, export barriers, SME exporting, trade mission
Subjects: N100 Business studies
N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School > Business and Management
Depositing User: EPrint Services
Date Deposited: 27 Sep 2010 11:00
Last Modified: 08 May 2017 19:26
URI: http://nrl.northumbria.ac.uk/id/eprint/3540

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