PIGGYBACK STRATEGY A SOLUTION TO BOOST INTERNATIONALIZATION OF SMALL AND MEDIUM ENTERPRISES IN INDONESIA

Donny Susilo

Abstract


Countries take advantage of globalization from foreign direct investment and the increase of export-import activities. Indonesia is in its incredible growth today and it has great opportunity to keep growing rapidly by expanding the market of its SMEs (Small and Medium Enterprises) into global market, the business entities which play major role in Indonesia economy are mostly SMEs. Unfortunately, the export of SMEs is still low due to some problems, lack of global marketing skill and export procedure information are some of the problems and it can be solved by piggyback marketing. There are two terms in piggybacking: rider and carrier, piggyback scheme provides mutual benefits to both carrier and rider. Briefly, carrier will get new product line and rider can get learning opportunity to be independent and global exporter in the future. This conceptual paper was strengthened by single case study of PT Yori Masa Company which is based in Indonesia

Keywords


Piggyback, Carrier, Rider, Small and Medium Enterprises (SMEs), Indonesia JEL Classification: M16

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References


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