The Effects of Entrepreneurial Marketing Strategies on the Long-Term Competitive Sustenance of Born Global Firms: Examples from the Indian Knowledge-Intensive Services Industry

Entrepreneurship in International Marketing

ISBN: 978-1-78441-448-1, eISBN: 978-1-78441-447-4

ISSN: 1474-7979

Publication date: 31 January 2015

Abstract

The aim of this study is to examine how knowledge-intensive born global firms operating in international markets develop and maintain long-term relationships with their customers that insure their continued growth beyond the initial stage of internationalization. The study adopts a case study approach, focusing on two Indian born global firms operating with the knowledge-based services sector. The study shows that getting to know the customer intimately helps firms to retain customers over long periods of time. Customer-relationship management strategy is in line with the entrepreneurial orientation of the firms under consideration.

Keywords

Acknowledgements

Acknowledgment

Authors would like to thank the editors and two anonymous reviewers of this paper for their constructive feedback. Earlier versions of the this paper was presented at AIB-SE 2011, EMFC:3I, JIBS PDW 2012, and SYSBS 2013 Symposium.

Citation

Kumar, N. and Yakhlef, A. (2015), "The Effects of Entrepreneurial Marketing Strategies on the Long-Term Competitive Sustenance of Born Global Firms: Examples from the Indian Knowledge-Intensive Services Industry", Entrepreneurship in International Marketing (Advances in International Marketing, Vol. 25), Emerald Group Publishing Limited, Bingley, pp. 45-72. https://doi.org/10.1108/S1474-797920140000025003

Publisher

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Emerald Group Publishing Limited

Copyright © 2015 Emerald Group Publishing Limited

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