Sobre la internacionalización de la PYME y su contribución a la imagen exterior de España

Abstract

This article vindicates the role of SMEs as strategic actors in shaping a good image of Spain abroad. In the current framework of globalization, the nationality of corporations tends to fade. Hence, SMEs could contribute more stably to improving the nation brand of Spain due to its more permanent and close linkage to the territory. Similarly, in some specific contexts, as in the case of Latin America, SMEs could contribute to a friendlier image of Spain abroad. The paper presents some essential characteristics and trends of the internationalization of Spanish SMEs. From this perspective, the article analyzes the mechanisms and factors which delimit the potential contribution that SMEs can make to the nation brand of Spain. Furthermore, the article points out some advantages of associating the external image of Spain with SMEs and some possible initiatives to enhance the contribution of internationalized SMEs to Spain’s national branding project.

Keywords

• marca país
• España
• PYME
• internacionalización