IDEAS home Printed from https://ideas.repec.org/p/sek/ibmpro/3405981.html
   My bibliography  Save this paper

Born Globals in Interactive Branding Environment: A case of the BonAlive

Author

Listed:
  • Nikolina Koporcic

    (Åbo Akademi University)

Abstract

Interactive Branding (I-Branding) environment consists of business network environments in which companies cooperate with each other through mutual interactions that are based on three dimensions: internal, external and mutual branding dimension. I-Branding as an activity is therefore presented as a business strategy through which a company is positioning itself in a local and foreign network of business relationships. Internationalization provides a new lens for this process, in which different networks of large distances are all interconnected through interactions of three branding dimensions. Born global companies are small companies with early and rapid internationalization, which are successfully implementing their strategies and fighting for a favourable position in foreign networks. In order to discover challenges and opportunities of becoming successful so rapidly, a family owned company in the pharmaceutical industry is followed over the years. Based on case findings, the paper suggests managerial implications for start-ups and born global companies, together with some direction for a future theoretical and empirical research.

Suggested Citation

  • 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.
    • Handle: RePEc:sek:ibmpro:3405981
    as

    Download full text from publisher

    File URL: https://iises.net/proceedings/3rd-business-management-conference-lisbon/table-of-content/detail?cid=34&iid=011&rid=5981
    File Function: First version, 2016
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Mika Gabrielsson, 2005. "Branding Strategies of Born Globals," Journal of International Entrepreneurship, Springer, vol. 3(3), pages 199-222, September.
    2. Ivo Zander & Patricia McDougall-Covin & Elizabeth L Rose, 2015. "Born globals and international business: Evolution of a field of research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 46(1), pages 27-35, January.
    3. Madsen, Tage Koed & Servais, Per, 1997. "The internationalization of Born Globals: An evolutionary process?," International Business Review, Elsevier, vol. 6(6), pages 561-583, December.
    4. Nicole Coviello, 2015. "Re-thinking research on born globals," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 46(1), pages 17-26, January.
    5. Halldin, Torbjörn, 2012. "Born global firms – do they perform differently?," Working Paper Series in Economics and Institutions of Innovation 269, Royal Institute of Technology, CESIS - Centre of Excellence for Science and Innovation Studies.
    6. Kuivalainen, Olli & Saarenketo, Sami & Puumalainen, Kaisu, 2012. "Start-up patterns of internationalization: A framework and its application in the context of knowledge-intensive SMEs," European Management Journal, Elsevier, vol. 30(4), pages 372-385.
    7. Aharoni, Yair & Tihanyi, Laszlo & Connelly, Brian L., 2011. "Managerial decision-making in international business: A forty-five-year retrospective," Journal of World Business, Elsevier, vol. 46(2), pages 135-142, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rubina Romanello & Maria Chiarvesio, 2019. "Early internationalizing firms: 2004–2018," Journal of International Entrepreneurship, Springer, vol. 17(2), pages 172-219, June.
    2. Oliva, Fábio Lotti & Teberga, Pedro Marins Freire & Testi, Lucas Israel Oliveira & Kotabe, Masaaki & Giudice, Manlio Del & Kelle, Peter & Cunha, Miguel Pina, 2022. "Risks and critical success factors in the internationalization of born global startups of industry 4.0: A social, environmental, economic, and institutional analysis," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    3. Stephan Gerschewski & Yong Kyu Lew & Zaheer Khan & Byung Il Park, 2018. "Post-Entry Performance of International New Ventures: The Mediating Role of Learning Orientation," John H Dunning Centre for International Business Discussion Papers jhd-dp2018-06, Henley Business School, University of Reading.
    4. Sascha Kraus & Alexander Brem & Miriam Schuessler & Felix Schuessler & Thomas Niemand, 2019. "Innovative Born Globals: Investigating the Influence of Their Business Models on International Performance," World Scientific Book Chapters, in: Alexander Brem & Joe Tidd & Tugrul Daim (ed.), Managing Innovation Internationalization of Innovation, chapter 11, pages 275-328, World Scientific Publishing Co. Pte. Ltd..
    5. Dzikowski, Piotr, 2018. "A bibliometric analysis of born global firms," Journal of Business Research, Elsevier, vol. 85(C), pages 281-294.
    6. De Cock, Robin & Andries, Petra & Clarysse, Bart, 2021. "How founder characteristics imprint ventures’ internationalization processes: The role of international experience and cognitive beliefs," Journal of World Business, Elsevier, vol. 56(3).
    7. Renato Cotta Mello & Angela Rocha & Jorge Ferreira Silva, 2019. "The long-term trajectory of international new ventures: A longitudinal study of software developers," Journal of International Entrepreneurship, Springer, vol. 17(2), pages 144-171, June.
    8. Alain Verbeke & Luciano Ciravegna, 2018. "International entrepreneurship research versus international business research: A false dichotomy?," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 49(4), pages 387-394, May.
    9. Maria Alejandra Gonzalez-Perez & Eva Cristina Manotas & Luciano Ciravegna, 2016. "International SMEs from emerging markets—Insights from the Colombian textile and apparel industry," Journal of International Entrepreneurship, Springer, vol. 14(1), pages 9-31, March.
    10. Farhad Uddin Ahmed & Louis Brennan, 2019. "The impact of Founder’s human capital on firms’ extent of early internationalisation: Evidence from a least-developed country," Asia Pacific Journal of Management, Springer, vol. 36(3), pages 615-659, September.
    11. Vanninen, Heini & Kuivalainen, Olli & Ciravegna, Luciano, 2017. "Rapid multinationalization: Propositions for studying born micromultinationals," International Business Review, Elsevier, vol. 26(2), pages 365-379.
    12. Francioni, Barbara & Vissak, Tiia & Musso, Fabio, 2017. "Small Italian wine producers’ internationalization: The role of network relationships in the emergence of late starters," International Business Review, Elsevier, vol. 26(1), pages 12-22.
    13. Nemkova, Ekaterina, 2017. "The impact of agility on the market performance of born-global firms: An exploratory study of the ‘Tech City’ innovation cluster," Journal of Business Research, Elsevier, vol. 80(C), pages 257-265.
    14. Hsieh, Linda & Child, John & Narooz, Rose & Elbanna, Said & Karmowska, Joanna & Marinova, Svetla & Puthusserry, Pushyarag & Tsai, Terence & Zhang, Yunlu, 2019. "A multidimensional perspective of SME internationalization speed: The influence of entrepreneurial characteristics," International Business Review, Elsevier, vol. 28(2), pages 268-283.
    15. Stoian, Maria-Cristina & Dimitratos, Pavlos & Plakoyiannaki, Emmanuella, 2018. "SME internationalization beyond exporting: A knowledge-based perspective across managers and advisers," Journal of World Business, Elsevier, vol. 53(5), pages 768-779.
    16. Jean-François Hennart & Antonio Majocchi & Birgit Hagen, 2021. "What’s so special about born globals, their entrepreneurs or their business model?," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(9), pages 1665-1694, December.
    17. Fletcher, Margaret & Harris, Simon & Richey, Robert Glenn, 2021. "Retrospective and prospective learning: Accelerating the internationalization process," Journal of World Business, Elsevier, vol. 56(3).
    18. Paul, Justin & Parthasarathy, Sundar & Gupta, Parul, 2017. "Exporting challenges of SMEs: A review and future research agenda," Journal of World Business, Elsevier, vol. 52(3), pages 327-342.
    19. Braunerhjelm, Pontus & Halldin, Torbjörn, 2019. "Born globals – presence, performance and prospects," International Business Review, Elsevier, vol. 28(1), pages 60-73.
    20. Quan Anh Nguyen & Gillian Sullivan Mort, 0. "Conceptualising organisational-level and microfoundational capabilities: an integrated view of born-globals’ internationalisation," International Entrepreneurship and Management Journal, Springer, vol. 0, pages 1-23.

    More about this item

    Keywords

    Interactive Branding; Born Globals; B2B; Business Networks; Internationalization.;
    All these keywords.

    JEL classification:

    • L19 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Other
    • F20 - International Economics - - International Factor Movements and International Business - - - General
    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sek:ibmpro:3405981. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Klara Cermakova (email available below). General contact details of provider: https://iises.net/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.