Branding strategies of born globals

被引：43

作者：

Gabrielsson M. ^{[1
]}

机构：

[1] International Business, Helsinki School of Economics, FIN-00101 Helsinki

来源：

Journal of International Entrepreneurship | 2005年 / 3卷 / 3期

基金：

芬兰科学院;

关键词：

Born globals; Brand building approach; Branding strategies; Degree of marketing standardisation; Marketing strategies; Number of brands;

D O I：

10.1007/s10843-005-0401-5

中图分类号：

学科分类号：

摘要：

Born global companies have now been studied for a decade. However, little has been written specifically about the challenges facing born globals in their branding endeavours. This research examines the branding strategies of 30 Finnish small and medium-sized born globals. The experience, qualities and global orientation of the founder and the top management team are found important for the success of the born globals in their branding achievements. A key argument is that business-to-business and business-to-consumer born globals differ as to their branding strategies and approaches. The analysis reveals a major imperative; branding strategies are dynamic and depend on the globalisation degree. © Springer Science + Business Media, Inc. 2005.

引用

页码：199 / 222

页数：23

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