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Empirical Investigation of Marketing Dilemma for SMEs from an Emerging Market

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The paper discusses the marketing dilemma of Slovene exporting small and medium-sized enterprises (SMEs). The marketing dilemma concept considers the relationship between the size of the SME and the SME's choice of market expansion, product assortment, and customer base. The study found out that the number of SME's international markets did not prove to associate with the firm size. However the size of SME is a good predictor of the number of firm's products to be sold internationally and the number of their customers in foreign markets.
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Keywords: CUSTOMER BASE; FIRM SIZE; MARKET EXPANSION; MARKETING DILEMMA; PRODUCT ASSORTMENT; SMES

Document Type: Research Article

Publication date: September 1, 2005

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