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 language | English |
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Peer-reviewed scientific journal | Journal of Euromarketing |
Volume | 12 |
Issue number | 3-4 |
Pages (from-to) | 123-145 |
Number of pages | 23 |
ISSN | 1049-6483 |
DOIs | |
Publication status | Published - 2003 |
MoE publication type | A1 Journal article - refereed |
Keywords
- Born globals
- Globalising internationals
- Product and marketing strategies