The establishment of global marketing strategic alliances by small and medium enterprises

Within the constraints of financial resources, it remains possible for SMEs to find ways of cultivating their global marketing activities. Based on the balanced scorecard concept, we are able to develop a model, under a two-stage diagnostic process of subjective and objective conditions, to assist SMEs in making the best available choice in their global marketing activities. Following on from our examination of Taiwanese SMEs, this empirical study proposes four types of global marketing activities: the setting up of upstream and downstream joint after-sales service centers; the establishment of joint distribution warehouses; the development of products with regional characteristics; and the building of domestic and global retail distribution channels.