haku: @author Gabrielsson, M. / yhteensä: 6
viite: 5 / 6
| Tekijä: | Gabrielsson, M. Gabrielsson, P. |
| Otsikko: | Global marketing strategies of Born Globals and Globalising Internationals in the ICT field |
| Lehti: | Journal of Euromarketing
2003 : VOL. 12:3-4, p. 123-145 |
| Asiasana: | Marketing Products Strategy Information technology Globalization International Networks |
| Kieli: | eng |
| Tiivistelmä: | This study examines the global product and marketing strategies (hereafter as: str./strs.) and their development when globalising ICT companies. Two major globalisation (here as: glob-n.) paths are distinguished: Born Globals and Globalising Internationals. The characteristics of these two approaches are described, outlining a framework for understanding the product, brand and channel strs. in the glob-n. process. Furthermore, two important dimensions, namely standardisation across countries and co-operation in value networks, are elaborated. It is shown how the product and marketing strs. should be standardised along the glob-n. process. A novel finding relates to the importance of examining co-operation possibilities in both vertical and horizontal value networks. |
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