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Branding Strategies of Born Globals

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  • Mika Gabrielsson

Abstract

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. Copyright Springer Science + Business Media, Inc. 2005

Suggested Citation

  • Mika Gabrielsson, 2005. "Branding Strategies of Born Globals," Journal of International Entrepreneurship, Springer, vol. 3(3), pages 199-222, September.
    • Handle: RePEc:kap:jinten:v:3:y:2005:i:3:p:199-222
    DOI: 10.1007/s10843-005-0401-5
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    Cited by:

    1. Rubina Romanello & Maria Chiarvesio, 2019. "Early internationalizing firms: 2004–2018," Journal of International Entrepreneurship, Springer, vol. 17(2), pages 172-219, June.
    2. Elżbieta Duliniec, 2011. "Koncepcje przedsiębiorstw wcześnie umiędzynarodowionych. Rozważania terminologiczne," Gospodarka Narodowa. The Polish Journal of Economics, Warsaw School of Economics, issue 1-2, pages 63-80.
    3. Veronika Tarnovskaya, 2017. "Reinventing Personal Branding Building a Personal Brand through Content on YouTube," Journal of International Business Research and Marketing, Inovatus Services Ltd., vol. 3(1), pages 29-35, November.
    4. Oliva, Fábio Lotti & Teberga, Pedro Marins Freire & Testi, Lucas Israel Oliveira & Kotabe, Masaaki & Giudice, Manlio Del & Kelle, Peter & Cunha, Miguel Pina, 2022. "Risks and critical success factors in the internationalization of born global startups of industry 4.0: A social, environmental, economic, and institutional analysis," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    5. Soma Chhotray & Olof Sivertsson & Joakim Tell, 2018. "The Roles of Leadership, Vision, and Empowerment in Born Global Companies," Journal of International Entrepreneurship, Springer, vol. 16(1), pages 38-57, March.
    6. Farhad Uddin Ahmed & Louis Brennan, 2021. "A review of methodological diversity within the domain of international entrepreneurship," Journal of International Entrepreneurship, Springer, vol. 19(2), pages 256-299, June.
    7. Gupta, Suraksha & Malhotra, Naresh K. & Czinkota, Michael & Foroudi, Pantea, 2016. "Marketing innovation: A consequence of competitiveness," Journal of Business Research, Elsevier, vol. 69(12), pages 5671-5681.
    8. Elżbieta Duliniec, 2011. "Przedsiębiorstwa wcześnie umiędzynarodowione – uwarunkowania i rozwój," Gospodarka Narodowa. The Polish Journal of Economics, Warsaw School of Economics, issue 5-6, pages 1-20.
    9. Jones, Marian V. & Coviello, Nicole & Tang, Yee Kwan, 2011. "International Entrepreneurship research (1989–2009): A domain ontology and thematic analysis," Journal of Business Venturing, Elsevier, vol. 26(6), pages 632-659.
    10. Paweł Capik & Andreas Brockerhoff, 2017. "The Role of Strategic Partnerships in the Internationalisation of Small Born Global Firms," Entrepreneurial Business and Economics Review, Centre for Strategic and International Entrepreneurship at the Cracow University of Economics., vol. 5(3), pages 49-77.
    11. Kusi, Samuel Yaw & Gabrielsson, Peter & Kontkanen, Minnie, 2021. "Developing brand identities for international new ventures under uncertainty: Decision-making logics and psychic distance," International Business Review, Elsevier, vol. 30(6).
    12. Efrat, Kalanit & Asseraf, Yoel, 2019. "A shift in perspective? The role of emotional branding in shaping born globals’ performance," International Business Review, Elsevier, vol. 28(6), pages 1-1.
    13. Nikolina Koporcic, 2016. "Born Globals in Interactive Branding Environment: A case of the BonAlive," Proceedings of Business and Management Conferences 3405981, International Institute of Social and Economic Sciences.
    14. Farhad Uddin Ahmed & Louis Brennan, 2019. "The impact of Founder’s human capital on firms’ extent of early internationalisation: Evidence from a least-developed country," Asia Pacific Journal of Management, Springer, vol. 36(3), pages 615-659, September.
    15. Indujeeva Peiris & Michèle Akoorie & Paresha Sinha, 2012. "International entrepreneurship: A critical analysis of studies in the past two decades and future directions for research," Journal of International Entrepreneurship, Springer, vol. 10(4), pages 279-324, December.
    16. Verónica Baena & Julio Cervino, 2012. "International franchise expansion of service chains: insights from the Spanish market," The Service Industries Journal, Taylor & Francis Journals, vol. 32(7), pages 1121-1136, January.
    17. Luna SANTOS ROLDÁN & Guzmán Antonio MUÑOZ FERNÁNDEZ, 2013. "Should Be A Process The Internationalization Of A Firm? Born Globals As An Exception," Regional and Sectoral Economic Studies, Euro-American Association of Economic Development, vol. 13(2), pages 135-146.
    18. Irina Ervits & Malgorzata Zmuda, 2018. "A cross-country comparison of the effects of institutions on internationally oriented innovation," Journal of International Entrepreneurship, Springer, vol. 16(4), pages 486-503, December.
    19. T. Vapola, 2011. "The laws of attraction: What attracts innovative start-up firms to partnerships with global MNCs?," Journal of International Entrepreneurship, Springer, vol. 9(1), pages 39-61, March.
    20. Kusi, Samuel Yaw & Gabrielsson, Peter & Baumgarth, Carsten, 2022. "How classical and entrepreneurial brand management increases the performance of internationalising SMEs?," Journal of World Business, Elsevier, vol. 57(5).
    21. Luis Dib & Angela Rocha & Jorge Silva, 2010. "The internationalization process of Brazilian software firms and the born global phenomenon: Examining firm, network, and entrepreneur variables," Journal of International Entrepreneurship, Springer, vol. 8(3), pages 233-253, September.
    22. Marczak Mirosław, 2018. "Branding as an Essential Element of the of Destination Management Process Using the Example of Selected States," Management Sciences. Nauki o Zarządzaniu, Sciendo, vol. 23(2), pages 29-40, June.

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