ABSTRACT
Organizational types and managerial styles vary a great deal among smaller manufacturing enterprises (SMEs). Management of SMEs, because of their natural character, is a complex process of internal and external activities, initially combined with managerial reluctance, followed by frequently misdirected entrepreneurial exuberance, that can later lead to levels of rational management. Various structural alternatives are differently suited for diverse technological and market levels of cross-border sophistication and managerial abilities. SMEs face even greater challenges as they assume complex organizational structures and increase their cross-border initiatives. Identifying the technological capabilities of an SME and positioning it accurately in any market requires specific information on which international marketing perspectives can be formulated by managers. Each market requires its own unique definition, competitively viable strategic and operational approaches, and most of all, appropriate levels of marketing and technological sophistication. Custom Fabricated Parts is a large custom fabrication facility located in one of the Northern European industrial centers.
