The effects of entrepreneurial marketing strategies on the long-term competitive sustenance of born global firms: examples from the Indian knowledge-intensive services industry
2015 (English)In: Advances in International Marketing, ISSN 1474-7979, Vol. 25, 45-72 p.Article in journal (Refereed) Published
Purpose: The aim of this study is to examine how knowledge-intensive born global firms operating in international markets develop and maintain long-term relationships with their customers that insure their continued growth beyond the initial stage of internationalization.
Methodology/approach: the study adopts a case study approach, focusing on two Indian born-global firms operating with the knowledge-based services sector.
Findings: The study shows that getting to know the customer intimately helps firms to retain customers over long periods of time. Customer-relationship management strategy is in line with the entrepreneurial orientation of the firms under consideration.
Research implications: This paper contributes to scholarly discussion on the internationalisation success of born global firms by integrating insights from international entrepreneurial orientation and the marketing relationship literatures.
Practical implications: The paper presents practical implications for international new venture managers.
Originality/value of paper: The paper advances our understanding of the competitive sustenance of born global firms.
Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2015. Vol. 25, 45-72 p.
Entrepreneurial orientation, customer orientation, competitive sustenance of born global firms, Indian knowledge-intensive service firms
Research subject Business Administration
IdentifiersURN: urn:nbn:se:su:diva-70367DOI: 10.1108/S1474-797920140000025003OAI: oai:DiVA.org:su-70367DiVA: diva2:480915
An earlier version of this paper titled "Exploring the effects of entrepreneurial orientation and customer orientation on the survival and long-term competitive sustenance of born global firms" was presented at the AIB 2012 Annual Meeting Washington, DC, USA, June 30-July 3, 2012.2012-01-202012-01-202015-04-09Bibliographically approved