ABSTRACT
In today's global marketplace, rural businesses are increasingly looking at internationalisation strategies to boost market reach, profitability and competitiveness. However, challenges such as limited capital, a shortage of expertise or international marketing experience, cultural differences and improper record-keeping all hinder rural businesses from entering international markets. Such resource constraints make internationalisation a complex and challenging strategic decision for rural business marketing. In more recent times, studies show that rural businesses face more complex challenges like fierce competitive power and market threats. This is especially pertinent in sub-Saharan Africa where rural businesses are among the lowest performers in global international markets. Therefore, this chapter seeks to understand the key barriers that may be associated with the internationalisation of rural business marketing in Nigeria.
