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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

Suggested Citation

  • Mika Gabrielsson, 2005. "Branding Strategies of Born Globals," Journal of International Entrepreneurship, Springer, vol. 3(3), pages 199-222, September.
  • Handle: RePEc:kap:jinten:v:3:y:2005:i:3:p:199-222
    DOI: 10.1007/s10843-005-0401-5
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    File URL: http://hdl.handle.net/10.1007/s10843-005-0401-5
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    References listed on IDEAS

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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. repec:krk:eberjl:v:5:y:2017:i:3:p:49-77 is not listed on IDEAS
    2. 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.
    3. Gupta, Suraksha & Malhotra, Naresh K. & Czinkota, Michael & Foroudi, Pantea, 2016. "Marketing innovation: A consequence of competitiveness," Journal of Business Research, Elsevier, vol. 69(12), pages 5671-5681.
    4. repec:kap:jinten:v:16:y:2018:i:1:d:10.1007_s10843-017-0201-8 is not listed on IDEAS
    5. Jones, Marian V. & Coviello, Nicole & Tang, Yee Kwan, 2011. "International Entrepreneurship research (1989–2009): A domain ontology and thematic analysis," Journal of Business Venturing, Elsevier, vol. 26(6), pages 632-659.
    6. Nikolina Koporcic, 2016. "Born Globals in Interactive Branding Environment: A case of the BonAlive," Proceedings of Business and Management Conferences 3405981, International Institute of Social and Economic Sciences.
    7. 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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