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• W2321879091 abstract "SUMMARY The study examines the global product and marketing strategies and their development when globalising ICT companies. Two major globalisation paths are distinguished: Born Globals and Globalising Internationals. The paper describes the characteristics of these two approaches, outlines a framework for understanding the product, brand and channel strategies in the globalisation process. It further elaborates on two important dimensions, namely standardisation across countries and co-operation in value networks. The study shows how the product and marketing strategies should be standardised along the globalisation process. A novel finding relates to the importance of examining co-operation possibilities in both vertical and horizontal value networks." @default.
• W2321879091 created "2016-06-24" @default.
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• W2321879091 date "2003-11-12" @default.
• W2321879091 modified "2023-09-25" @default.
• W2321879091 title "Global Marketing Strategies of Born Globals and Globalising Internationals in the ICT Field" @default.
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• W2321879091 doi "https://doi.org/10.1300/j037v12n03_08" @default.
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