How can promotion agencies impact SME internationalization? The case of the French company SLAT

Abstract : This article focuses on the international development of SLAT, an independent SME which develops, produces and markets solutions of secured alimentations. Located in the Rhône-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 Rhône-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.