Born Globals: How are they Different?
Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing
ISBN: 978-1-78190-016-1, eISBN: 978-1-78190-017-8
Publication date: 21 August 2012
Abstract
The purpose of this study is to advance our understanding of the difference between born globals and non-born globals. An Australian sample of 315 internationally active firms is surveyed using the mail questionnaire approach. After comparing born globals with other international firms, the results show about a quarter of the samples was born globals. The main differentiating attributes of the born globals versus non-born globals were their international performance, greater international commitment (willingness to invest resources into international ventures), smaller size of firms, and speed to market. Alternatively, there were several marketing capabilities, such as market orientation and brand adaptation, which were not superior for born globals.
Keywords
Citation
Yin Wong, H. and Merrilees, B. (2012), "Born Globals: How are they Different?", Swan, K.S. and Zou, S. (Ed.) Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing (Advances in International Marketing, Vol. 23), Emerald Group Publishing Limited, Leeds, pp. 305-329. https://doi.org/10.1108/S1474-7979(2012)0000023019
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited