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Internet-based sales channel strategies of born global firms

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  • Gabrielsson, Mika
  • Gabrielsson, Peter
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    Abstract

    Recent changes in the technological environment have had a significant impact on the available sales channel alternatives. At the forefront of this development are the born global firms, which have been relatively quick to adopt Internet-based channels. Interestingly, many of these firms have relied not only on Internet-based channels, but also used combinations of conventional channels and the Internet. This study describes and analyzes the structure and development from single towards multiple sales channels. It develops a framework consisting of three independent factors: (1) the globalization process, (2) market structure and Internet suitability, and (3) long-term channel relations. These are examined in a multiple case study consisting of 35 cases. The Internet-based multiple sales channels proved to be more common in born globals that had reached a higher globalization degree than in those which were still at a preliminary stage. A novel finding was that relationship development with small local channels and MNCs also remains important when Internet sales channels are used. These results contribute to a relatively under-researched area focusing on international Internet-based sales channels and use of multiple channels.

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    Bibliographic Info

    Article provided by Elsevier in its journal International Business Review.

    Volume (Year): 20 (2011)
    Issue (Month): 1 (February)
    Pages: 88-99

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    Handle: RePEc:eee:iburev:v:20:y:2011:i:1:p:88-99

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    Keywords: Born globals Channel strategies Internet;

    References

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