Exploring Branding During Exportation: AMulti-case Study of SMEs in the B2B Sector

Abstract: ABSTRACTPurpose: The purpose of this study is to assess and examine the nature and scope of brandingduring exportation within SMEs in the B2B context. The findings of this study will increaseknowledge of the relative challenges that SMEs are faced with when it comes to branding duringexportation and how it influences their export performance.Research Methodology: This research uses an exploratory approach with a qualitative methodfor understanding the in-depths of the subject matter because it is mostly appropriate for smallsamples, while its outcomes are not measurable and quantifiable.Research Findings: This research points out to the main challenges faced by SMEs in the B2Bduring exportation from this study which are; lack of resources, time and talents for brandmanagement activities. Hence, showing that previous research on branding has in SMEs has beenlacking in the Marketing literature.Contributions: It contributes to the branding literature by comprehensively identifying andsynthesizing relevant studies on B2B SMEs during exportation which makes a call for theadvancement of theory by suggesting the need to examine more issues raised in different economiccontexts, as well as business sectors.Research Type: Academic ResearchKey Words: Branding, Business-to-business sector, Exportation, Small and medium sizedenterprises.