Global Marketing Strategy: The case of a born global software firm in Colombia

Sascha Fuerst

Revista Ciencias Estratégicas, 2010

Abstract: Born globals are a phenomenon that is increasingly being observed and researched around the globe. Yet, few studies exist that research born globals´ marketing strategies. This paper sheds light on the global marketing strategy of a small software firm in Colombia that globalized instantly and that serves global business-to-business markets by using an Internet-based sales channel strategy. Due to its holistic nature, Zou and Cavusgils´ (2002) conceptual GMS (global marketing strategy) model is used as the guiding framework for analysis. It was found that standardization of different elements of the marketing program is highly important, with the exception of product standardization. The GMS model seemed to be applicable in its current form only to a certain extend to the analysis of small born global software firms´ marketing strategies. The elements that appeared to be still highly relevant though are standardization aspects of the marketing program, external globalizing conditions and global orientation. For a more comprehensive analysis of born global software firms´ marketing strategies, future research should take into consideration findings of the services- and business-to-business marketing literature. Besides, the GMS model´s applicability to born globals should be compared to more case firms operating in different businesses, and the adjusted model tested statistically based on survey data.

Keywords: Born global; international entrepreneurship; global marketing strategy; Colombia (search for similar items in EconPapers)
Date: 2010
References: Add references at CitEc
Citations: View citations in EconPapers (3)

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:col:000431:008256

Access Statistics for this article

More articles in Revista Ciencias Estratégicas from Universidad Pontificia Bolivariana
Bibliographic data for series maintained by Revista Ciencias Estratégicas ().