Branding strategies of born globals

Mika Gabrielsson

doi:10.1007/s10843-005-0401-5

Branding strategies of born globals

Mika Gabrielsson^*

^*Corresponding author for this work

Marketing, Helsinki

Aalto University

Research output: Contribution to journal › Article › Scientific › peer-review

65 Citations (Scopus)

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.

Original language	English
Peer-reviewed scientific journal	Journal of International Entrepreneurship
Volume	3
Issue number	3
Pages (from-to)	199-222
Number of pages	24
ISSN	1570-7385
DOIs	https://doi.org/10.1007/s10843-005-0401-5
Publication status	Published - 2005
MoE publication type	A1 Journal article - refereed

Keywords

Born globals
Brand building approach
Branding strategies
Degree of marketing standardisation
Marketing strategies
Number of brands

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10.1007/s10843-005-0401-5

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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.",

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KW - Number of brands

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Branding strategies of born globals

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Keywords

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