Purpose – Most of the research on international outsourcing of value chain activities focuses on larger firms. The purpose of this paper is to fill an important research gap by exploring how small firms manage institutional differences to enhance their international outsourcing success....

Though the authors propose the use of an integrative approach ‐ blending the process model and the contingency approach ‐ to build and advance small firm marketing theory, they do not describe the research methodology issues in detail. Thus, this paper reviews the relevant literature on...

This paper reports the mail survey results of the marketing practices of 158 Chinese small firms in Hong Kong. The findings suggest that broad small firm marketing principles, though specifically generated from the Western countries, may not be fully suitable for some specific socio‐cultural...