CHOICE OF LOCATION FOR SERVICE INTERNATIONALIZATION STRATEGY FOR SMES

Any company while going international faces several difficulties and limitations. A service company has some extra limitations due to the nature of the services it provides. Moreover, it is considered that the smaller and newer the company is, the more limitations it faces and the more difficult the process becomes. However, how can a small new service company internationalize? The current study is a case analysis of a small Portuguese start-up company, which is working on the development, and implementation of a retail chain of cosmetics stores. The aim of the current study is to identify the key factors, which make the process of internationalization of such a company possible. The impact of the liability of foreignness, liability of outsidership, liability of smallness and newness, specifics of the process of the service internationalization and entrepreneurial aspect will be studied.