Branding strategies of born globals

Mika Gabrielsson*

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

64 Citations (Scopus)


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 languageEnglish
Peer-reviewed scientific journalJournal of International Entrepreneurship
Issue number3
Pages (from-to)199-222
Number of pages24
Publication statusPublished - 2005
MoE publication typeA1 Journal article - refereed


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


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