The economic deregulation, in 1984, in New Zealand was followed by an influx of cheap imports which most affected the apparel industry. Firms which wanted to survive decided to export. Studies the dimensions of internationalisation of those firms. A modified version of Welch and Luostarinen’s model is used as it provides a broad framework to study internationalisation. Five case studies of small to medium‐sized manufacturing firms provide an overview of the dimensions of internationalisation and propose that a firm can be more internationalised in some dimensions than in others. Psychological and geographical distance still plays an important role in a firm’s internationalisation. The study confirms that regional trading agreements and economic deregulation have expedited the internationalisation of firms.
European Journal of Marketing – Emerald Publishing
Published: Feb 1, 1999
Keywords: Clothing industry; Export; Globalization; International marketing; Manufacturing industry; Small‐to‐medium‐sized enterprises
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