How can promotion agencies impact SME internationalization? The case of the French company SLAT
This article focuses on the international development of SLAT, an independent SME which develops, produces and markets solutions of secured alimentations. Located in the Rhone Alpes region, the company has more than 70 employees. The SME has mainly developed in international markets through export activities: it realizes 26.1% of its total sales abroad and its products are marketed in 37 countries. In 2011, the company decided to implement a sales subsidiary in Germany to strengthen its presence in international markets. In this process, the company was accompanied by a promotion agency which helps companies from the Rhone Alpes region to expand into foreign markets. The authors of this article explain the role played by the agency in the establishment of the foreign subsidiary and the influence of a successful accompaniment experience on the internationalization process.