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| Tekijä: | Falay, Z. (et al.) |
| Otsikko: | Design-intensive born globals: a multiple case study of marketing management |
| Lehti: | Journal of Marketing Management
2007 : VOL. 23:9-10, p.877-899 |
| Asiasana: | design management entrepreneurship marketing management case studies competencies |
| Kieli: | eng |
| Tiivistelmä: | "Born globals" are young, small companies that have internationalized their business more or less immediately after their establishment. This paper focuses on the impact that the mental model of the founders of those companies has on firms' commercial success. The paper presents six cases of fast-internationalizing design-intensive companies. For growth and market penetration in the startup-phase, designer's vision and background seems to be a significant success factor. The designers studied were not willing to hire an outside professional to make decisions. Thus, administrative design of the company is specific challenge for the entrepreneurial designer. The main marketing methods were international trade fairs, personal contacts, and control point of sale activities. It was found that after early growth, the companies began to suffer from the lack of marketing competencies. In the cases studied, some firms established a partnership between design entrepreneur and a marketing professional. The main finding is that the "born globals" are likely to face the difficulties caused by a lack of marketing competencies in the second stage of their growth. |
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