Globalizing internationals: product strategies of ICT manufacturers

Abstract

Purpose

A highly interesting research problem relates to how international information and communication technology (ICT) manufacturers from small and open economies (SMOPECs) can meet the huge globalization challenge of developing products and managing them during global expansion. In particular, how do product strategies change when these companies move from international to global and why?

Design/methodology/approach

A theoretical framework and propositions are constructed, which are then examined in a multiple case study of Finnish ICT manufacturers.

Findings

The results confirm that the globalizing internationals, i.e. companies that first internationalize after the domestic period and then globalize their operations outside the domestic continent, develop towards standardized product strategy alternatives, wider product assortment and advanced product categories.

Research limitations/implications

This study contribute by providing a deeper understanding of the impact of the explanatory factors on global product strategies and their development of globalizing internationals in the Finnish ICT equipment manufacturing field. Also, the study results are expected to be most relevant for companies originating from SMOPEC countries.

Practical implications

This study describes in detail the product strategy dimensions and standardization alternatives for globalizing international ICT companies and impacting factors for managers to consider when planning their global expansion and product strategies.

Originality/value

Little research has been done on the evolution from the international to the global stage. This research is in fact among the first studies studying globalizing internationals and their products strategies. An understanding of the evolution of products strategies and the reasons for this development will contribute to the international marketing field.

Citation

Gabrielsson, P., Gabrielsson, M., Darling, J. and Luostarinen, R. (2006), "Globalizing internationals: product strategies of ICT manufacturers", International Marketing Review, Vol. 23 No. 6, pp. 650-671. https://doi.org/10.1108/02651330610712157