How does a micro-multinational brand develop its competitive advantage by staying as small as possible? Contrasting to the mainstream economies of scale and the theory of the growth of the firm, we attempt to portray an alternative competitive advantage of smallness, particularly for born global firms in emerging economies. To explore such emerging dynamics of smallness advantage, we compared the internationalization processes and marketing strategies of six competitors in the earphones industry. Our multiple case-study found that Chord & Major, a micro-multinational brand in Taiwan has leveraged niche-marketing and alliance strategies in its internationalization path to overcome its resource constraints.
The Program Proceeding of 2016 SMS Special Conference in Hong Kong