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The effects of entrepreneurial marketing strategies on the long-term competitive sustenance of born global firms: examples from the Indian knowledge-intensive services industry
Stockholm University, Faculty of Social Sciences, Stockholm Business School. (Marketing)
2015 (English)In: Advances in International Marketing, ISSN 1474-7979, Vol. 25, 45-72 p.Article in journal (Refereed) Published
Abstract [en]

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.
Keyword [en]
Entrepreneurial orientation, customer orientation, competitive sustenance of born global firms, Indian knowledge-intensive service firms
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-70367DOI: 10.1108/S1474-797920140000025003OAI: oai:DiVA.org:su-70367DiVA: diva2:480915
Note

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.

Available from: 2012-01-20 Created: 2012-01-20 Last updated: 2017-12-08Bibliographically approved
In thesis
1. Globalisation and Competitive Sustenance of Born Global: Evidence from Indian knowledge-intensive service industry
Open this publication in new window or tab >>Globalisation and Competitive Sustenance of Born Global: Evidence from Indian knowledge-intensive service industry
2012 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

The survival and sustained competitiveness of born global firms constitute a complex and dynamic process that evolves under conditions of disruptive change and pervasive uncertainty. To date, whereas much of the research in the area has focused on the early and rapid internationalisation stages of the development of born global firms, it is not clear how these firms manage to survive the challenges of the early internationalisation stage and gain a sustainable competitive position in the global economy. The present dissertation develops a theoretical framework that captures the organisational factors, capabilities and processes that enable the early survival stage and long-term competitive sustenance of born global firms.

Building on the dynamic capabilities approach, and drawing on material gleaned from five Indian born-global, knowledge-intensive service firms, the present study stresses the importance of human capital’s timely ability to evolve and transform itself in rhythm with environmental changes. Crucial in this process are a) firms’ entrepreneurial orientation, b) their ability to learn and to build an intimate relationship with their customers, and c) to be immersed in their customer’ business intricacy. The study makes a number of contributions to firms’ internationalisation scholarship, in general, and more specifically to how Indian knowledge-intensive service firms cope with the initial challenges they face in their internationalisation process. Finally, the study concludes with a number of future research directions.

Place, publisher, year, edition, pages
Stockholm: School of Business, Stockholm University, 2012. 126 p.
Keyword
early internationalisation of firms, Indian knowledge-intensive born global firms, capability-based view, international entrepreneurship, entrepreneurial orientation, organisational learning, customer orientation
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:su:diva-78840 (URN)978-91-7447-562-3 (ISBN)
Public defence
2012-09-24, Gröjersalen, hus 3, Kräftriket, Roslagsvägen 101, Stockholm, 13:00 (English)
Opponent
Supervisors
Note

At the time of the doctoral defense, the following papers were unpublished and had a status as follows: Paper 1: In press. Paper 3: Submitted. Paper 4: In press.

Available from: 2012-09-02 Created: 2012-08-15 Last updated: 2012-09-03Bibliographically approved

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