statistically the GMS model with a new sample, it provides a first step to assess Global marketing strategy: the case of a born global software firm in Colombia
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ideas in the following chapters, as well as the associated examples of life in the global village, the student will know a great deal about international business 32
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by a relatively long domestic business period derive a substantial proportion of its revenue from by its usage of complex knowledge to design a
respect to product assortment and less likely global acts as a component or end-product supplier for an often multinational corporation born global can become partner of a network inception for born globals to prosper and survive purpose of marketing software products globally,
complexity are most suitable for direct sales and be an indication of a key international equally be taken into consideration in future usually requires a long-term interaction of its supplier. international markets, international vision and
to make itself known among potential clients and brand awareness by participation in online expert 2
evenly distributed among large national, and business development. 3
customer requires a different software coding customer attention and delivery, and forms of of software is its dual nature as software falls in equally seem to be a unique product targeted and international experience.
face.
a distinction between different country markets are not relevant anymore. conditions, global orientation and international International experience seems to be less relevant to be less relevant are, as before mentioned, activities, integration of competitive moves, and business-to-business markets by using an Internet- case allows stimulating discussion about current United States. Hence, international experience lack of critical mass in international experience relies principally on an Internet-based direct activities, and integration of competitive moves, strategy literature, seem to be less relevant in
conditions and global orientation. in cyberspace and global marketing strategies based on survey data.
of knowledge development and increasing market commitments. Journal of International Business
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271
GLOBAL MARKETING STRATEGY: THE CASE
OF A BORN GLOBAL SOFTWARE FIRM IN
COLOMBIA
ESTRATEGIA DE MARKETING GLOBAL: EL CASO DE UNA
EMPRESA DE SOFTWARE GLOBAL NACIDO EN COLOMBIA
S ASC HA FUERST
Assistant Professor within the Department of
International Business at Universidad EAFIT in
Medellin (Colombia) and a PhD student at Turku
School of Economics in Finland. He received a
master degree in Business and Engineering (MBE)His research interests are in international
from an evolutionary perspective. E-mail:ABSTRACT
to-business markets by using an Internet-based sales model seemed to be applicable in its current form only based on survey data. global marketing strategy, Colombia. Revista Ciencias Estratégicas | Medellín - ColombiaCiencias
Estratégicas
272RESUMEN
El fenómeno de los born globals se puede observar y obstante, pocos estudios existen que investiguen las estrategias globales de mercadeo de los born globals. se enfoca en los mercados globales business-to-business a través de una estrategia de venta basada en Internet. de Zou y Cavusgil El artículo evidencia que el modelo en su forma actual se puede aplicar solamente con limitaciones al análisis de las estrategias globales de mercadeo de born globals de software. Los elementos del modelo que aparecieron muy relevantes orientación global. Para un análisis más detallado de la estrategia global de mercadeo de los born globals de software, futuras investigaciones deberían tener en cuenta los resultados de la literatura relacionada con el mercadeo de servicios y el mercadeo de business- to-business a born globals debería investigarse con aplicación a otras empresas de diferentes sectores y se debería comprobar estadísticamente el modelo ajustado basado en datos de encuestas. nal, estrategia global de mercadeo, Colombia.Introduction
global business-to-business markets by using an considered to provide an adequate framework regarding marketing strategies of born globals and does global marketing strategy manifests itself followed by an explanation of global marketing followed by a discussion of its findings and presented.Born globals
273by a relatively long domestic business period derive a substantial proportion of its revenue from by its usage of complex knowledge to design a
from inception over 2 years to 3 years. Luostarinen and percentages may well vary from one setting
communication, and more elaborate capabilities because domestic markets become too small.Ciencias
Estratégicas
274Innovative products are sold quickly in global
international business activities can be carried of people across nations, languages and cultures creates competences necessary to exploit require investments in assets and activities abroad need to be effective in leveraging scarce resourcesGlobal marketing strategy
activities, and integration of competitive moves marketing moves in different countries areBorn globals and global
marketing strategy strategies received increased attention due to 275respect to product assortment and less likely global acts as a component or end-product supplier for an often multinational corporation born global can become partner of a network inception for born globals to prosper and survive purpose of marketing software products globally,
Ciencias
Estratégicas
276complexity are most suitable for direct sales and be an indication of a key international equally be taken into consideration in future usually requires a long-term interaction of its supplier. international markets, international vision and
proactiveness, and more generally, to customer orientation, responsiveness, marketing competence abroad or prior work experience in international markets is often mentioned to cause more rapid
Method
carried out as an explorative single case study of of born globals. Data collection was carried out sector in Colombia; November 2008 - February complemented by follow-up communication viaSemi-structured open-ended interviews were
277Dewak S.A.
1 two system engineers, two informatics students source content management system platform for internationally, and as of June 2010, Dewak500 list of 2009.
Ciencias
Estratégicas
278to make itself known among potential clients and brand awareness by participation in online expert 2
Colombia it makes us look larger.
over time, Dewak also asked current clients to communication problems due to time differences between Colombia and especially clients from based on an annual contract. Larger multinational interviewee. 279evenly distributed among large national, and business development. 3
Internet. Videoconferencing is often used
less, we also visited once our main client projects. It simply makes a difference to and bones. individuals operating as freelancers scattered permanent visibility despite of being a virtual 4Case analysis and discussion
interviewee. interviewee.Ciencias
Estratégicas
280customer requires a different software coding customer attention and delivery, and forms of of software is its dual nature as software falls in equally seem to be a unique product targeted and international experience.
Standardization
of marketing program instantly and serve business-to-business markets 281face.
Video-conferencing is sometimes used for project
products sold in industrial markets are more company uses Internet-based communication seems to be an effective platform for personal sales of software products in global business-to- still face. marketing, especially for business-to-business born from inception for born globals to prosper and various elements: development and distribution of free tools, websites; -ce image and reliability; and reliability; global presence; customers based on mutual trust; often for free;Ciencias
Estratégicas
282External globalizing conditions
advances in information and communication global marketing strategies of small born globalGlobal orientation
global marketing strategies of small born globalInternational experience
international experience manifests itself less on individual entrepreneur or entrepreneurial team.international experience is often positively related different online marketing tools relates to a pull Internet-based communication tools.
Configuration and coordination
of value-chain activities markets. Regarding born globals and especiallyIntegration of competitive moves
competitive strategies are planned and executed countries are interdependent and integrated dispersed. Hence, competitive moves do not need to be integrated across different country markets planned and executed globally. 283a distinction between different country markets are not relevant anymore. conditions, global orientation and international International experience seems to be less relevant to be less relevant are, as before mentioned, activities, integration of competitive moves, and business-to-business markets by using an Internet- case allows stimulating discussion about current United States. Hence, international experience lack of critical mass in international experience relies principally on an Internet-based direct activities, and integration of competitive moves, strategy literature, seem to be less relevant in
Ciencias
Estratégicas
284conditions and global orientation. in cyberspace and global marketing strategies based on survey data.
References
environment global marketing strategies are perConclusions and future
research questions serves global business-to-business markets by cross-section between products and services. global marketing strategies of small born global 285of knowledge development and increasing market commitments. Journal of International Business