Purpose – The purpose of this paper is to examine how one Canadian retailer developed customer confidence in the interwar years when the automobile was in its infancy. The emphasis is on products and product information in the mail‐order catalogue. Design/methodology/approach – The...

Builds a relevant model(s) of SME international marketing given the lack of well‐accepted theories to date. Twelve case study firms were analysed using a semi‐structured survey protocol. Five of the cases are described in depth in the text and summaries are given of the other seven. Four...