Global marketing strategies of born globals and globalising internationals in the ICT field

Mika Gabrielsson*, Peter Gabrielsson

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

33 Citations (Scopus)

Abstract

The study examines the global product and marketing strategies and their development when globalising ICT companies. Two major globalisation paths are distinguished: Born Globals and Globalising Internationals. The paper describes the characteristics of these two approaches, outlines a framework for understanding the product, brand and channel strategies in the globalisation process. It further elaborates on two important dimensions, namely standardisation across countries and co-operation in value networks. The study shows how the product and marketing strategies should be standardised along the globalisation process. A novel finding relates to the importance of examining co-operation possibilities in both vertical and horizontal value networks.

Original languageEnglish
Peer-reviewed scientific journalJournal of Euromarketing
Volume12
Issue number3-4
Pages (from-to)123-145
Number of pages23
ISSN1049-6483
DOIs
Publication statusPublished - 2003
MoE publication typeA1 Journal article - refereed

Keywords

  • Born globals
  • Globalising internationals
  • Product and marketing strategies

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