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Navigating Internationalisation: Understanding Managerial Decision-Making in Retail SMEs during Expansion

De Miguel Liu, Victoria LU and Johansson, Anna LU (2025) MGTN59 20251
Department of Business Administration
Abstract
This thesis investigates how managers in retail-focused small and medium-sized enterprises
(SMEs) navigate the complexities of internationalisation. While globalisation and digitalisation
have increased accessibility to foreign markets, SMEs face persistent challenges including
limited internal resources, unfamiliar institutional environments, and market uncertainty driven
by consumer behaviour. Overcoming these obstacles requires adaptive strategies, contextual
awareness, and dynamic sense-making that goes beyond rigid strategic planning.

Adopting a qualitative, abductive approach, this study draws on 12 semi-structured interviews
with key decision-makers from nine retail SMEs, alongside one expert interview. The analysis
... (More)
This thesis investigates how managers in retail-focused small and medium-sized enterprises
(SMEs) navigate the complexities of internationalisation. While globalisation and digitalisation
have increased accessibility to foreign markets, SMEs face persistent challenges including
limited internal resources, unfamiliar institutional environments, and market uncertainty driven
by consumer behaviour. Overcoming these obstacles requires adaptive strategies, contextual
awareness, and dynamic sense-making that goes beyond rigid strategic planning.

Adopting a qualitative, abductive approach, this study draws on 12 semi-structured interviews
with key decision-makers from nine retail SMEs, alongside one expert interview. The analysis
reveals four interrelated themes shaping managerial decision-making: vision, networks, global
mindset, and digitalisation. These dimensions highlight how managers balance flexibility and
structure, mobilise networks for market entry, and leverage digital platforms for global visibility
and customer engagement.

By framing managerial work as a process of continuous navigation and interpretation, this
research contributes to the academic discourse on retail SME internationalisation. The findings
offer theoretical and practical insights for retail sector managers seeking to lead responsive,
resilient, and strategically grounded international growth. (Less)
Please use this url to cite or link to this publication:
author
De Miguel Liu, Victoria LU and Johansson, Anna LU
supervisor
organization
course
MGTN59 20251
year
type
H1 - Master's Degree (One Year)
subject
keywords
SME internationalisation, retail sector, managerial decision-making, vision, networks, global mindset, digitalisation, effectuation, causation, liabilities, qualitative research
language
English
id
9207910
date added to LUP
2025-08-05 16:46:31
date last changed
2025-08-05 16:46:31
@misc{9207910,
  abstract     = {{This thesis investigates how managers in retail-focused small and medium-sized enterprises
(SMEs) navigate the complexities of internationalisation. While globalisation and digitalisation
have increased accessibility to foreign markets, SMEs face persistent challenges including
limited internal resources, unfamiliar institutional environments, and market uncertainty driven
by consumer behaviour. Overcoming these obstacles requires adaptive strategies, contextual
awareness, and dynamic sense-making that goes beyond rigid strategic planning.

Adopting a qualitative, abductive approach, this study draws on 12 semi-structured interviews
with key decision-makers from nine retail SMEs, alongside one expert interview. The analysis
reveals four interrelated themes shaping managerial decision-making: vision, networks, global
mindset, and digitalisation. These dimensions highlight how managers balance flexibility and
structure, mobilise networks for market entry, and leverage digital platforms for global visibility
and customer engagement.

By framing managerial work as a process of continuous navigation and interpretation, this
research contributes to the academic discourse on retail SME internationalisation. The findings
offer theoretical and practical insights for retail sector managers seeking to lead responsive,
resilient, and strategically grounded international growth.}},
  author       = {{De Miguel Liu, Victoria and Johansson, Anna}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Navigating Internationalisation: Understanding Managerial Decision-Making in Retail SMEs during Expansion}},
  year         = {{2025}},
}