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Branding Strategies of Born Globals

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  • Mika Gabrielsson

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    Abstract

    Born global companies have now been studied for a decade. However, little has been written specifically about the challenges facing born globals in their branding endeavours. This research examines the branding strategies of 30 Finnish small and medium-sized born globals. The experience, qualities and global orientation of the founder and the top management team are found important for the success of the born globals in their branding achievements. A key argument is that business-to-business and business-to-consumer born globals differ as to their branding strategies and approaches. The analysis reveals a major imperative; branding strategies are dynamic and depend on the globalisation degree. Copyright Springer Science + Business Media, Inc. 2005

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    File URL: http://hdl.handle.net/10.1007/s10843-005-0401-5
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    Bibliographic Info

    Article provided by Springer in its journal Journal of International Entrepreneurship.

    Volume (Year): 3 (2005)
    Issue (Month): 3 (September)
    Pages: 199-222

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    Handle: RePEc:kap:jinten:v:3:y:2005:i:3:p:199-222

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    Web page: http://www.springerlink.com/link.asp?id=112039

    Related research

    Keywords: born globals; marketing strategies; branding strategies; degree of marketing standardisation; number of brands; brand building approach;

    References

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    1. Still, Richard R. & Hill, John S., 1984. "Adapting consumer products to lesser-developed markets," Journal of Business Research, Elsevier, vol. 12(1), pages 51-61, March.
    2. Sharma, D. Deo & Blomstermo, Anders, 2003. "The internationalization process of Born Globals: a network view," International Business Review, Elsevier, vol. 12(6), pages 739-753, December.
    3. Gabrielsson, Mika & Manek Kirpalani, V. H., 2004. "Born globals: how to reach new business space rapidly," International Business Review, Elsevier, vol. 13(5), pages 555-571, October.
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    Cited by:
    1. Luna SANTOS ROLDÁN & Guzmán Antonio MUÑOZ FERNÁNDEZ, 2013. "Should Be A Process The Internationalization Of A Firm? Born Globals As An Exception," Regional and Sectoral Economic Studies, Euro-American Association of Economic Development, vol. 13(2), pages 135-146.
    2. Indujeeva Peiris & Michèle Akoorie & Paresha Sinha, 2012. "International entrepreneurship: A critical analysis of studies in the past two decades and future directions for research," Journal of International Entrepreneurship, Springer, vol. 10(4), pages 279-324, December.

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