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This paper is positioned at the intersection of the spatial and the practice turn in management research. The purpose of this paper is to address the phenomenon of transgressive small to medium-sized enterprise (SME) formations and the limitations of SME globalisation research in capturing the connectivity of businesses in disjointed locations, and propose a qualitative case-study design to overcome these limitations.

The paper critiques existing approaches to SME globalisation, which are informed by an interpretative community that conceives of territorial geography as the nodal point of SMEs and does not distinguish between internationalisation and globalisation. The paper thus addresses related methodological challenges. Based on a synthesis across disciplines and theoretical perspectives, the paper offers a reflexive method for case-study research, in the hope that such a method may increase the productiveness of analytical exploration of the multidimensional quality of SME organising and managing at the focal point of current transformations.

The paper makes the case for SME globalisation research to move beyond societist and individualist ontologies to embrace social-constructionist thinking, to make practice the unit of case-studies, and to appreciate process geographies of managing and organising.

The paper contributes to business research on SMEs at the nexus of globalising flows. The theoretical, conceptual, and methodological implications are discussed and are substantiated by details and illustrative selected examples from an ongoing study.

The study of social SME landscapes, including from the perspective of the reflexive case-study method, is open to multilingual and international research collaboration.

The paper contributes a multidisciplinary research design that extends SME studies so as to embrace contemporary transformations, by offering a reflexive case-study method for the improvement of research practice. In the field of SMEs, the paper contributes a new concept social “SME landscapes” that could enrich and improve the understanding of contemporary business. In the fields of SME and entrepreneurship studies, the paper implements expressed demands for social constructionist, multidisciplinary approaches.

The purpose of this paper is to review recent literature on global public relations in order to scrutinize how contemporary transformations are conceptualized in the field, and what this means for the understanding of public.

The authors offer a critical analysis and discussion of recent publications in order to explore the nexus of “public”, “culture” and “global”, questioning whether the increased interest in a specific understanding of culture actually contributes to the field’s ability to deal with complex and transforming publics in a meaningful manner.

The majority of global public relations literature applies redundant understandings of globalization. It attaches prime importance to the concept of culture and contributes little to the understanding of transforming publics. Few scholars acknowledge the limitations of using “culture” for the definition of publics in global contexts. Alternative approaches to understanding “publics” in global public relations research and practice are hardly offered.

The findings imply that global public relations research would benefit from abandoning monolithic social science categories and from working transdisciplinary in order to refine its understanding of contemporary societal and social transformations and their implications for the understanding of public and relationship building.

The discussion indicates that public relations practitioners could benefit from reorienting their understanding of publics in globalizing societies in order to build and nourish mutually beneficial relationships. The authors apply the insight into contemporary business practices to offer public relations practitioners a starting point for reorientation.

The authors contribute to global public relations scholarship with an alternative approach to the understanding of transforming publics which merges the spatial turn and the practice turn known from wider humanities and social science research, and relevant business practices.