Weitere Kapitel dieses Buchs durch Wischen aufrufen
During the last two decades numerous articles in scientific journals have discussed and studied the growing phenomena of International New Ventures and Born Global Firms. While many scholars in this burgeoning field have hitherto studied the foundation of these firm and focused on founder characteristics (such as human capital), mediating factors (such as network connections), and performance outcomes, very few studies have examined how such firms organize their on-going international marketing tasks, for example, how they identify and service customers on foreign markets. The present chapter contributes with knowledge to this gap in the literature. It conceives of marketing tasks in terms of the respective roles of the firm and its existing agents/distributors in identifying Business-to-Business customers on international markets. Prior studies either emphasize a strong role for the agents in initiating and developing customer relations or argue that the role of information and communication technology is replacing the traditional role of agents in this regard. Based on these insights, we propose a 2×2 typology of International New Ventures/Born Globals based on the extent to which they organize these particular marketing tasks in relation to their existing agents. We explore this through the use of a multiple case study of four firms in the fashion apparel design industry. The case data suggest the need for a more nuanced approach to understanding the respective roles than previously suggested.
Bitte loggen Sie sich ein, um Zugang zu diesem Inhalt zu erhalten
Sie möchten Zugang zu diesem Inhalt erhalten? Dann informieren Sie sich jetzt über unsere Produkte:
Aspelund, A., Madsen, T. K., & Moen, Ø. (2007). A review of the foundation, international marketing strategies, and performance of international new ventures. European Journal of Marketing,41(11/12), 1423–1448. CrossRef
Cavusgil, S. T., & Knight, G. A. (2015). The born global firm: An entrepreneurial and capabilities perspective on early and rapid internationalization. Journal of International Business Studies,46, 3–16. CrossRef
Cesinger, B., Fink, M., Madsen, T. K., & Kraus, S. (2012). Rapidly internationalizing ventures: How definitions can bridge the gap across contexts. Management Decision,50, 1816–1842. CrossRef
Copenhagen Business School. (2005). A Mapping of Danish Fashion Industry. Imagine. Creative Industries Research, CBS, March.
Coviello, N. E. (2006). The network dynamics of international new ventures. Journal of International Business Studies,37, 713–731. CrossRef
Dicken, P. (2007). Global shift: Mapping the changing contours of the world economy (5th ed.). London: Sage.
Dyer, J. H., & Singh, H. (1998). The relational view: Cooperative strategy and sources of interorganizational competitive advantage. The Academy of Management Review,23(4), 660–679.
Eisenhardt, K. M. (1989). Building theories from case study research. Academy of Management Review,14, 532–550.
Freeman, S., Edwards, R., & Schroder, B. (2006). How smaller born-global firms use networks and alliances to overcome constraints to rapid internationalization. Journal of International Marketing,14(3), 33–63. CrossRef
Gabrielsson, M., & Gabrielsson, P. (2011). Internet-based sales channel strategies of born global firms. International Business Review,20(1), 88–99. CrossRef
Gabrielsson, M., & Gabrielsson, P. (2003). Global marketing strategies of born globals and globalising internationals in the ICT field. Journal of Euromarketing,12(3–4), 123–145. CrossRef
George, A. L., & Bennett, A. (2005). Case studies and theory development in the social sciences. Cambridge, MA: MIT Press.
Glaser, B. G., & Strauss, A. L. (1967). The discovery of grounded theory—Strategies for qualitative research. New York: Aldine de Gruyter.
Hennart, J.-F. (2014). The accidental internationalists: A theory of born globals. Entrepreneurship Theory & Practice, January: 117–135.
Hallbäck, J., & Gabrielsson, P. (2013). Entrepreneurial marketing strategies during the growth of international new ventures originating in small and open economies. International Business Review,22(6), 1008–1020. CrossRef
Jensen, K., & Poulsen, R. T. (2013). Changing value chain strategies of Danish clothing and fashion companies, 1970–2013. Erhvervshistorisk Årbog,2, 37–56.
Johanson, J., & Mattsson, L.-G. (1988). Internationalization in industrial systems: A network approach. In N. Hood & J. E. Vahlne (Eds.), Strategies in global competition (pp. 287–314). London: Croom Helm.
Johanson, J., & Vahlne, J.-E. (1977). The internationalization process of the firm—A model of knowledge development and increasing foreign market commitments. Journal of International Business Studies,8(1), 23–32. CrossRef
Johanson, J., & Vahlne, J.-E. (2009). The Uppsala internationalization process model revisited: From liability of foreignness to liability of outsidership. Journal of International Business Studies,40, 1411–1431. CrossRef
Jonsson, S., & Lindbergh, J. (2013). The development of social capital and financing of entrepreneurial firms: From financial bootstrapping to bank funding. Entrepreneurship Theory & Practice,37(4), 661–686. CrossRef
Keupp, M. M., & Gassmann, O. (2009). The past and the future of international entrepreneurship: A review and suggestions for developing the field. Journal of Management, 35(3), 600–633.
Knight, G. A., & Cavusgil, S. T. (1996). The born global firm: A challenge to traditional internationalization theory. Advances in International Marketing,8, 11–26.
Knight, G. A., Madsen, T. K., & Servais, P. (2004). An inquiry into born-global firms in Europe and the USA. International Marketing Review,21(6), 645–665. CrossRef
Kocak, A., & Abimbola, T. (2009). The effects of entrepreneurial marketing on born global performance. International Marketing Review,26(4/5), 439–452. CrossRef
Loustarinen, R., & Gabrielsson, M. (2006). Globalization and marketing strategies of born globals in SMOPECs. Thunderbird International Business Review,48(6), 773–801. CrossRef
Madsen, T. K., & Servais, P. (1997). The internationalization of born globals: An evolutionary process? International Business Review,6(2), 561–583. CrossRef
Moen, Ø., Madsen, T. K., & Aspelund, A. (2008). The importance of the internet in international business-to-business markets. International Marketing Review,25(5), 487–503. CrossRef
Oviatt, B. M., & McDougall, P. P. (1994). Toward a theory of international new ventures. Journal of International Business Studies, 25, 45–64.
Rialp, A., Rialp, J., & Knight, G. A. (2005). The phenomenon of early internationalizing firms: What do we know after a decade (1993–2003) of scientific inquiry? International Business Review,14, 147–166. CrossRef
Sarasvathy, S. D. (2001). Causation and effectuation: Toward a theoretical shift from economic inevitability to entrepreneurial contingency. Academy of Management Review,40(5/6), 243–263.
Sharma, D. D., & Blomstermo, A. (2003). The internationalization process of born globals: A network view. International Business Review, 12(6), 739–753.
Sinkovics, N., Sinkovics, R. R., & Ruey-Jer, B. J. (2013). The internet as an alternative path to internationalization? International Marketing Review, 30(2), 130–155.
Yang, M., Gabrielsson, P., & Gabrielsson, M. (2016). Entrepreneurial marketing and marketing strategy comprehensiveness in international new ventures: The role of decision-making logic and performance implications. In Paper presented at the 20th McGill International Entrepreneurship Conference, Vaasa, Finland.
Yin, R. K. (1989). Case study research—Design and methods. Newbury: Sage Publications.
- The Roles of INVs and Their Agents in the Organization of Marketing Tasks
Tage Koed Madsen
Die Corporate Supply Strategy bei Phoenix Contact GmbH & Co. KG/© [M] michalchm89 | Fotolia