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This study looks at potential barriers to internationalization that SMMEs in South Africa may face while implementing service quality strategies. The contingency theory, which underpins this essay, emphasizes the necessity for SMMEs to employ a variety of techniques for resolving issues that may impede the implementation of a service quality strategy for the international market. Thematic analysis methods were used in this paper's qualitative research technique, and secondary sources were predominantly used to acquire data on both the private and public sectors. A comprehensive search was used to find the foundational literature for the qualitative study. The results obtained indicate that SMMEs struggle to put their specific strategies into practice because of things like management support, vision barriers, resource barriers, organizational leadership and commitment issues, a lack of knowledge about international markets, technological barriers as a barrier to strategy implementation, and culture, environment, and change management. The authors recommend small and medium-sized enterprises (SMMEs) devote sufficient effort, resources, and staff to the implementation of their service quality improvement strategy for internationalization. Furthermore, it is advised that SMMEs prioritise service quality strategies for internationalization as well as the necessity of pursuing joint ventures with other multinational enterprises. High leadership dedication, increased global technology improvement, and consideration of environmental considerations will all contribute to improved service quality for the international market. All of this is done to make it easier to implement a strategy and supply appropriate services to all SMMEs in South Africa.

This paper aims to highlight the relationship between cultural differences and the performance of non-equity alliances in the hotel sector with reference to a developing country. The paper employs an empirical investigation based on quantitative analysis. Data were gathered through questionnaires obtained from Tunisian hotels involved in 78 non-equity alliances with foreign partners. The partial least squares (PLS) technique was used to estimate the model. Results reveal that national and organizational cultural differences have a negative impact on alliance performance in this sector. The likelihood of alliance decay is then strengthened. However, national cultural differences do not moderate the relationship between organizational cultural differences and alliance performance. The corporate culture of these hotels could somehow be impervious to local culture. This paper helps fill the void of empirical evidence of the impact of both levels of culture on the performance of non-equity alliances in the hotel industry, which warrants more attention, especially in developing countries.