Internationalization of Finnish design-intensive SMEs and the challenge of international marketing communication strategy. Case: Three Finnish design-intesive SMEs

Abstract

Objectives of the study:

The main purpose of this research is to examine the international marketing communication channel strategies that Finnish design intensive SMEs use in their internationalization process and why these particular channels are selected. Secondary the international sales channel strategies as well as the role of design and its effect to the internationalization process and overall competitiveness was studied.

Methodology:

This research is a qualitative case study, where three Finnish design-intensive SMEs were studied. Semi-structured face-to-face interviews were the main method used in collecting data on the studied companies.

Findings:

The findings show that Finnish design intensive SMEs face a notable challenge in establishing international marketing communication strategies, as their limited resources force them to seek for alternative marketing opportunities. In addition to end-consumer marketing, they need to establish good relationships and networks with international retailers and partners in the targeted markets to establish sales channel(s) for their product presence and begin building their brand identity in the international markets.