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Born Globals in Interactive Branding Environment: A case of the BonAlive

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  • Nikolina Koporcic

    (Åbo Akademi University)

Abstract

Interactive Branding (I-Branding) environment consists of business network environments in which companies cooperate with each other through mutual interactions that are based on three dimensions: internal, external and mutual branding dimension. I-Branding as an activity is therefore presented as a business strategy through which a company is positioning itself in a local and foreign network of business relationships. Internationalization provides a new lens for this process, in which different networks of large distances are all interconnected through interactions of three branding dimensions. Born global companies are small companies with early and rapid internationalization, which are successfully implementing their strategies and fighting for a favourable position in foreign networks. In order to discover challenges and opportunities of becoming successful so rapidly, a family owned company in the pharmaceutical industry is followed over the years. Based on case findings, the paper suggests managerial implications for start-ups and born global companies, together with some direction for a future theoretical and empirical research.

Suggested Citation

  • 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.
    • Handle: RePEc:sek:ibmpro:3405981
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    References listed on IDEAS

    as
    1. Mika Gabrielsson, 2005. "Branding Strategies of Born Globals," Journal of International Entrepreneurship, Springer, vol. 3(3), pages 199-222, September.
    2. Ivo Zander & Patricia McDougall-Covin & Elizabeth L Rose, 2015. "Born globals and international business: Evolution of a field of research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 46(1), pages 27-35, January.
    3. Madsen, Tage Koed & Servais, Per, 1997. "The internationalization of Born Globals: An evolutionary process?," International Business Review, Elsevier, vol. 6(6), pages 561-583, December.
    4. Nicole Coviello, 2015. "Re-thinking research on born globals," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 46(1), pages 17-26, January.
    5. Halldin, Torbjörn, 2012. "Born global firms – do they perform differently?," Working Paper Series in Economics and Institutions of Innovation 269, Royal Institute of Technology, CESIS - Centre of Excellence for Science and Innovation Studies.
    6. Kuivalainen, Olli & Saarenketo, Sami & Puumalainen, Kaisu, 2012. "Start-up patterns of internationalization: A framework and its application in the context of knowledge-intensive SMEs," European Management Journal, Elsevier, vol. 30(4), pages 372-385.
    7. Aharoni, Yair & Tihanyi, Laszlo & Connelly, Brian L., 2011. "Managerial decision-making in international business: A forty-five-year retrospective," Journal of World Business, Elsevier, vol. 46(2), pages 135-142, April.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Interactive Branding; Born Globals; B2B; Business Networks; Internationalization.;
    All these keywords.

    JEL classification:

    • L19 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Other
    • F20 - International Economics - - International Factor Movements and International Business - - - General
    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups

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