International Marketing and the Migrant-Owned Enterprise: Research Propositions: An Abstract

Abstract

We propose a research investigation on migrant-own businesses that undertake international marketing ventures. Migrant-owned firms contribute substantially to their adopted countries, and many launch international ventures, targeting their home countries and other international markets (Kerr and Kerr 2016; Light 2010; Saxenian 2002; OECD 2011; United Nations 2016; USAID 2009).

We analyzed extant literature on the nature and success characteristics of migrant-firm international ventures and on the phenomenon of internationalizing start-up firms, to develop propositions on the international marketing efforts of the subject firms. Based on our research, we highlight the critical roles of company orientations and marketing strategies as important antecedents to superior international performance (Czinkota 2017; Oviatt and McDougall, 1994; Zaheer 1995; Autio et al. 2000; Zahra and Garvis 2000).

Specifically, our findings reveal an important antecedent role for each of internationalization, experience, market knowledge, international business skills, entrepreneurial orientation, growth orientation, learning orientation, networks and social capital, technological competence, marketing capability, and product/service matching (e.g., Chrysostome 2010; Liesch and Knight 1999; Karra et al. 2008; Mort and Weerawardena 2006; Czinkota and Ronkainen 2012; Weerawardena et al. 2007).

We propose a collection of propositions and then explain how they will be assessed in survey-based research. Our findings suggest that migrant entrepreneurs leverage a distinctive mix of orientations and marketing strategies that allow them to succeed in diverse international markets. Our findings provide valuable knowledge that can enhance the sustainability and business performance of an important category of firms.