Local heritage – a hindrance or a catalyst for successful internationalization initiation? Empirical evidence from micro-businesses in the British craft-brewing industry

Maria Karampela, Nadine Waehning

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Drawing from extant literature on SMEs’ internationalization, characteristics of micro-firms, and brand heritage, this study aims to provide insight into the complex role that strong brand associations to locality play in micro-firms’ approach towards internationalization. The specific objectives of this research are to: 1) understand how deep local embeddedness influences the adoption of a domestically- or internationally-oriented market focus; 2) explore how strong brand associations with locality hinder and/or encourage internationalization decisions; and 3) reveal micro-breweries’ mechanisms to negotiate potential tensions emerging from efforts to pursue international activities while retaining their crucial connections to their locale.
Original languageEnglish
Publication statusPublished - 20 Jun 2017
EventConsortium for International Marketing Research - Florence, Italy
Duration: 20 Jun 201723 Jun 2017
Conference number: 26th


ConferenceConsortium for International Marketing Research
Abbreviated titleCIMaR


  • brand heritage
  • micro firm
  • micro-brewing industry

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