Internationalisation for SMEs requires a cross-border communication strategy. This paper analyses the elements necessary for successful international communication management, namely: leadership, openness, concentration, immediacy and social media (forming, in German, the acronym "F.O.K.U.S.")....

International communication is becoming ever more important for small and medium sized businesses. Nevertheless, it often fails to function as it should. The main challenge for the next few years is to successfully apply internationalisation not only to brands and products, but to communication....