https://orcid.org/0000-0001-6651-0933
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Abstract
The central issue that guided the study was that of understanding how emerging market SMEs in the audiovisual industry overcome their liabilities of smallness, newness, outsidership, foreignness and emergingness when entering foreign markets through licensing. Using an abductive approach to the case method of investigation, the study analyzes three cases of animation studios from an emerging market, Brazil. The results show that the firms are quite different in the way they approach the international market through licensing. Each firm follows a trajectory that is strongly connected to its time of inception and its technological options. They use different approaches to overcome their liabilities, and thus deal with issues related to uncertainty, risk, commitment, and control. The study contributes in several ways to the understanding of how emerging market SMEs overcome their liabilities and enter foreign markets via licensing, including: establishing strategic partnerships, taking advantage of technology disruptions and industry turmoil early on, partnering with new players that are still building their networks, using home government incentives, and using the advantages of emergingness to enter alternative markets.
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No potential conflict of interest was reported by the author(s).
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Notes on contributors
Maria Luiza C. A. Pinho
Maria Luiza C. A. Pinho is a Graduate Teaching Assistant for the Institute of International Business at J. Mack Robinson School of Business at Georgia State University. She holds a PhD in Business Administration from the Pontifical Catholic University of Rio de Janeiro. She is currently pursuing a PhD in Marketing at Georgia State University. She has been a Research Scholar for the Institute of International Business at J. Mack Robinson School of Business since 2017 and a Research Associate for the Center for International Business Research at the Pontifical Catholic University of Rio de Janeiro since 2013. Her research focuses on digital technologies and international business of small and medium enterprises from emerging markets. Additionally, she brings with her fifteen years’ experience as an executive for a French multinational company.
Angela da Rocha
Angela da Rocha is Associate Professor of Marketing and International Business and Director of the Center for International Business Research at the IAG Business School, the Pontifical Catholic University of Rio de Janeiro. She holds a PhD in Business Administration from IESE Business School. She is a member of CIMaR – Consortium for International Marketing Research and a senior researcher of the Brazilian National Council for Scientific and Technological Research (CNPq). She has published extensively in Brazilian and international journals including Journal of Business Research, International Business Review, Journal of International Entrepreneurship, International Marketing Review, Entrepreneurship Theory and Practice, Entrepreneurship & Regional Development, Journal of International Business Studies.
Celso R. A. Pinho
Celso R. A. Pinho is a doctoral student in marketing with a specialization in International Business and a Graduate Research Assistant at J. Mack Robinson College of Business of Georgia State University. He has been a Research Associate for the Center for International Business Research at Pontifical Catholic University of Rio de Janeiro since 2017. His research focuses on how firms from emerging countries use adaptive strategies to overcome VUCA environments. Celso has a large corporate experience in the oil industry in top management and executive positions.