The role of global marketing strategies on the international performance of SMEs: current state and future research agenda

Purpose – This paper aims to synthesise existing knowledge on global marketing strategies used by small and medium-sized enterprises (SMEs) to enhance their international performance. The study addresses the fragmented nature of existing literature and seeks to propose an integrative conceptual framework that informs both academic and managerial audiences. Design/methodology/approach – A systematic literature review (SLR) methodology was employed, reviewing 42 peer-reviewed articles published in high-impact journals. The review followed a structured protocol using thematic analysis to extract and classify key insights. Findings – The analysis revealed four dominant strategic orientations adopted by SMEs in international markets: (1) digital marketing and social media strategies, (2) market niche exploration, (3) strategic adaptation and diversification and (4) international networking strategies. The review also identifies key mediating and moderating variables influencing the success of these strategies, including innovation capability, market knowledge, relational capital and institutional context. Originality/value – This paper contributes to international marketing literature by offering a comprehensive and integrative conceptual framework on global marketing strategies for SMEs. It also outlines a future research agenda and provides actionable insights for SME managers aiming to navigate global markets effectively.