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Multi-Sided Digital Platforms’ Application in SMEs’ Fashion Brands Internet-Enabled International Marketing

Author

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  • Marzanna Katarzyna
  • Witek-Hajduk
  • Anna Grudecka

Abstract

Purpose: While the multi-sided digital platforms (MSPs) enjoy increasing interest regarding their business models and internationalisation, little research has been done on the application of MSPs in firms` foreign expansion. Specifically, it is unclear how MSPs can support small and medium enterprises` (SMEs) international marketing. The aim of this paper is to identify models of MSPs application in the Internet-enabled international marketing of SMEs’ fashion brands. Design/Methodology/Approach: As the research method a multiple-case study was used. Data were obtained from both in-depth interviews with managers of four Polish SMEs – owners of fashion brands, whose products are sold in the foreign markets via MSPs, and secondary sources. Findings: Studied companies offer their products via international MSPs originating from foreign markets and home country. It may be initiated both by platform`s operators, brand owner and a foreign distributor. Responsible for the relations with MSPs and in control over international marketing via MSPs may be both brand owner and a foreign distributor. Practical Implications: Presented models of MSPs application in international marketing can be used as a basis for shaping marketing strategies in this area. Originality/Value: This paper contributes to the better understanding of SMEs` Internet-enabled international marketing using MSPs.

Suggested Citation

  • Marzanna Katarzyna & Witek-Hajduk & Anna Grudecka, 2021. "Multi-Sided Digital Platforms’ Application in SMEs’ Fashion Brands Internet-Enabled International Marketing," European Research Studies Journal, European Research Studies Journal, vol. 0(3B), pages 739-748.
    • Handle: RePEc:ers:journl:v:xxiv:y:2021:i:3b:p:739-748
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    References listed on IDEAS

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    More about this item

    Keywords

    SMEs’ international marketing; multi-sided digital platforms; Internet-enabled internationalisation; foreign expansion; fashion brands.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • F23 - International Economics - - International Factor Movements and International Business - - - Multinational Firms; International Business

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