Purpose The purpose of this study is to examine internationalisation processes among micro, small and medium enterprises involved in a leading industry and operating in emerging economies. The study uses a cross-national approach and considers the conceptual underpinnings of the dynamic capabilities approach as its conceptual background. Design/methodology/approach The perspectives of enterprise leaders operating in five coffee-producing nations were gathered through semi-structured, open-ended interviews. Findings Opportunities in internationalisation processes include the rising global demand, value-adding potential, image enhancement and self-initiated improvements in the production processes. However, participants also recognise existing inadequate business models to cope with higher quality demands or the market's competitiveness. To evolve, developing stronger adaptive processes is crucial for meeting the continuous pressures of quality standards, supply consistency and perennially unpredictable factors, including prices and the climate. Conceptually, the analysis uncovered 13 conceptual dimensions that inspired a conceptual framework, reinforcing and extending the dynamic capabilities framework. Originality/value While research on firm internationalisation processes is a mature area of inquiry, the focus on micro, small- and medium-sized firms operating in emerging economies using a cross-national approach has been more limited. This study helps narrow this gap, providing original and valuable insights into business processes concerning a global product. The study's analysis and resulting conceptual contributions underscore important implications associated with firm and industry internationalisation processes among emerging economies operating in a significant industry.
Vu et al. (Tue,) studied this question.