Balancing Global Standardization and Local Adaptation in SME Expansion to Asian Emerging Markets - A Case Study of Nudie Jeans

Sammanfattning

This research investigates how small and medium-sized enterprises (SMEs) balance global standardization and local adaptation when entering Asian emerging markets. The study further examines whether internationalization strategies are transferable across the region. Existing literature on global standardization and local adaptation has primarily focused on multinational enterprises (MNEs), creating a gap in understanding how SMEs manage these strategic tensions in diverse environments. The study adopts a qualitative single-case study approach focused on the Swedish SME Nudie Jeans, based on seven semi-structured interviews.The findings show that SMEs must adopt a selective and context-dependent balance between global standardization and local adaptation. Core brand values and product offerings were largely standardized across markets to maintain brand consistency and efficiency. In contrast, distribution strategies, pricing, positioning, and promotion required greater local adaptation to respond to different market contexts. In addition, market heterogeneity influences the transferability of internationalization strategies including the balance between standardization and adaptation. Strategies successful in one emerging market cannot be directly transferred to another without adjustments.The study contributes to existing literature by providing a context-sensitive understanding of SME internationalization in Asian emerging markets and extending the discussion of global standardization and local adaptation beyond the MNE context.