The overseas marketing performance of successful small UK high‐technology firms: an exploratory study comparing indigenous and subsidiary firms' competitiveness

Abstract

Abstract This paper compares the overseas business performance of two groups of technologically oriented successful firms, i.e. UK based subsidiaries and indigenous firms. Although there were no statistical differences between the two groups' measures of performance and few in terms of the sources of competitiveness, qualitative analysis indicates their strategies were markedly different. The low rating towards government support suggests that policy advisors involved in trade assistance are recommended to consider ways of supporting technology based firms in modes of market entry outside of the exporting route. A substantial body of knowledge exists on both the areas of export strategy and competitiveness in small firms, although empirical data has tended to involve findings derived from broad surveys. A gap exists in the literature with respect to the subsidiaries of higher performing technology oriented small firms in comparison to those that are indigenously owned. Statistical analysis of survey data drawn from a questionnaire indicates that limited differences exist between the performance and competitiveness of these firms. However, supplementary in‐depth analysis suggests that the strategies and decision‐making employed by the two groups are markedly different and the findings offer a contribution to knowledge in the international entrepreneurship literature. Copyright © 2003 John Wiley & Sons, Ltd.