Abstract
Born globals – young, rapidly internationalising small and medium enterprises – face the significant challenge of building an international brand with scarce resources. In this article, we study international brand strategy and implementation of such firms, and define the components of brand value to customers in technology B2B markets, which many born globals operate in. On the basis of the findings, we discuss specific branding capability of technology born globals. A longitudinal in-depth case study of a Danish technology born global has been undertaken. The richness of data collected over 2.5 years (25 per cent of the firm's history) allows for the observing of strategies, activities and discussing related organisational capabilities. We find that superior technologies and the founder's strong brand vision are the enabling factors for building an international brand. Continuous technological leadership and focused marketing activities lead to customer pull for building an ingredient B2C brand. In our brand value model for technology B2B markets, tangible performance-, price- and distribution-related components have shown to be of the highest importance. The study provides evidence of the possibility of building an international technology brand based on technological excellence and without expensive marketing communication campaigns.
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2(PhD) is an assistant professor. Her research areas include marketing strategy, corporate branding and international retailing. She has published in The Academy of Management Executive, International Marketing Review, and International Journal of Retail and Distribution Management.
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Altshuler, L., Tarnovskaya, V. Branding capability of technology born globals. J Brand Manag 18, 212–227 (2010). https://doi.org/10.1057/bm.2010.47
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DOI: https://doi.org/10.1057/bm.2010.47