The Internet, in its' 2D form, offered answers to some of the internationalization barriers of SMEs and has questioned the available internationalization models. Virtual worlds have recently emerged as a promising platform for conducting various business and marketing activities. The current paper, is the first to examine their value in the internationalization process of SMEs. Based on literature from both, the international marketing and the information systems fields, as well as incorporating current business practices, a model for internationalization using virtual worlds is proposed. Virtual worlds potential as: a market knowledge generator, a strategic tool for internationalization (marketing program testing and brand building), and as a business platform for real and in-world product is evaluated. Further, a strategy for SMEs on how to build successful businesses in such metaverses to help them achieve their objective/s is proposed.
Original languageEnglish
Pages (from-to)72-90
Number of pages19
JournalJournal of Brand Management
Volume19
Issue numberDigital and virtual world research
Publication statusPublished - 2011

    Research areas

  • marketing, virtual worlds

ID: 1898500