Marketing Capabilities, Strategy, and Performance in International Small- and Medium-Sized Enterprises.

This article investigates how small- and medium-sized enterprises (SMEs) overcome the liabilities of small size and foreignness to establish an international brand presence and achieve superior performance in foreign markets. Using a two-phase, mixed-methods study of Taiwanese SMEs, the research identifies international entrepreneurial orientation, international social media capability, and international market knowledge capability as key antecedents that drive international branding capability and international brand strategy, which in turn enhance international performance. The findings highlight the critical role of these capabilities and strategic alignment in enabling resource-constrained SMEs to navigate complex international environments, build recognizable brands, and improve financial outcomes abroad. This study contributes to both scholarly understanding and managerial practice by elucidating the mechanisms through which SMEs can leverage intangible assets to succeed in international brand marketing.