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Global Marketing Strategy: The case of a born global software firm in Colombia

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  • Sascha Fuerst

Abstract

Born globals are a phenomenon that is increasingly being observed and researched around the globe. Yet, few studies exist that research born globals´ marketing strategies. This paper sheds light on the global marketing strategy of a small software firm in Colombia that globalized instantly and that serves global business-to-business markets by using an Internet-based sales channel strategy. Due to its holistic nature, Zou and Cavusgils´ (2002) conceptual GMS (global marketing strategy) model is used as the guiding framework for analysis. It was found that standardization of different elements of the marketing program is highly important, with the exception of product standardization. The GMS model seemed to be applicable in its current form only to a certain extend to the analysis of small born global software firms´ marketing strategies. The elements that appeared to be still highly relevant though are standardization aspects of the marketing program, external globalizing conditions and global orientation. For a more comprehensive analysis of born global software firms´ marketing strategies, future research should take into consideration findings of the services- and business-to-business marketing literature. Besides, the GMS model´s applicability to born globals should be compared to more case firms operating in different businesses, and the adjusted model tested statistically based on survey data.

Suggested Citation

  • Sascha Fuerst, 2010. "Global Marketing Strategy: The case of a born global software firm in Colombia," Revista Ciencias Estratégicas, Universidad Pontificia Bolivariana, December.
    • Handle: RePEc:col:000431:008256
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    Cited by:

    1. Sabrina Tabares Arroyave, 2012. "Internacionalización de la pyme latinoamericana: referente para el exito empresarial en Colombia," Revista Ciencias Estratégicas, Universidad Pontificia Bolivariana, June.
    2. Garcés Bautista, Jose Luis & Estellés Miguel, Sofia & Sarmiento Suarez, Jaime Enrique & Peris Ortiz, Marta & Valero Córdoba, Gladys Mireya, 2022. "Born globals: conveniencia de definición de determinantes para un país latinoamericano: Colombia," Revista Tendencias, Universidad de Narino, vol. 23(2), pages 202-219, July.
    3. Hezron Mogaka Osano, 2019. "Global expansion of SMEs: role of global market strategy for Kenyan SMEs," Journal of Innovation and Entrepreneurship, Springer, vol. 8(1), pages 1-31, December.

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