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This chapter provides an overview of the marketing strategy development process in the commercialization of breakthrough technologies. Important concepts and elements that are considered critical when developing market applications are presented with emphasis on three key decisions: target market selection, segmentation, and positioning. These strategic decisions will guide the more tactical considerations relating to the specific elements, or marketing mix, of the product’s marketing strategy. Marketing strategy development is a dynamic process that is impacted by many factors. This chapter highlights the dynamic nature of this process as well as providing insight as to the fundamental considerations in strategy formulation.

In the German economy, in addition to typical small- and medium-sized enterprises (SMEs), the Mittelstand plays a major role. The present chapter focuses on those Mittelstand firms that are known as Hidden Champions. The contribution will show how the general characteristics of Mittelstand firms impact their internationalisation strategies and internationalisation processes. It outlines how the German Mittelstand solves the global–local dilemma in an unparalleled way, and it stresses some of the major challenges that Mittelstand firms face.

Questions regarding the internationalization of enterprises have been the focus of scientific studies for several years now. Many authors to date, however, still point to the fact that there is a current lack of an acceptable model for research into the internationalization process. At present, with the Scandinavian School, the GAINS approach, and the process trilogy (at least) three different approaches are vying for predominance, where evolutionary and revolutionary process interpretations seem to contradict each other. Since there is empirical proof for both approaches, reconciling these is currently difficult. Within this context, the objective of this discourse is to contribute to shaping corporate internationalization process theory with the resource-based and the competence-based views by rectifying several current deficits. The approach is deductive in order to circumvent the problems associated with inductive theory development that result when using the Scandinavian School and GAINS approaches. Secondly, the approach is economically substantiated in contrast to predominant non-economic interpretations. Finally, this approach makes it possible to formulate hypotheses that do not contradict previous findings on the internationalization process. Both evolutionary and revolutionary internationalization processes can be explained on this base.

This chapter provides an overview of the marketing strategy development process in the commercialization of breakthrough technologies. Important concepts and elements that are considered critical when developing market applications are presented with emphasis on three key decisions: target market selection, segmentation, and positioning. These strategic decisions will guide the more tactical considerations relating to the specific elements, or marketing mix, of the product's marketing strategy. Marketing strategy development is a dynamic process impacted by many factors. This chapter highlights the dynamic nature of this process as well as provides insight into the fundamental considerations in strategy formulation.

Intentions of managers of pharmaceutical multinational enterprises (MNEs) to adopt business strategies, which will aid global health and wellbeing, are in some ways linked with their understanding of the returns that their company will receive from these investments. However, the MNE’s managers are unaware of business strategies that will allow them to link their business activities with the corporate objectives of contributing to Sustainable Development Goals (SDGs). Pharmaceutical companies are moving toward monopolistic practices by acquiring local companies for manufacturing purposes or by engaging local companies in contract manufacturing and directing the focus of these companies away from innovation and toward profit making. At the same time, pharmaceutical MNEs are promoting global health and wellbeing as their SDGs. This study uses knowledge from existing sources and expert insights to explain the returns that MNEs can get from their investments related to global health and wellbeing. One of the important recommendations from the ethical point of view is engaging local firms in the innovation process; from the marketing perspective, this study recommends the use of a corporate brand and not a product brand for offering generic medicines. The operations perspective explains how MNEs can incorporate the social agenda into their mainstream business strategies. Limitations of the study are discussed, and avenues for future research are explained.

Emerging Market Multinationals (EMNCs) are often seen as firms with singular identity. While they may share certain characteristics, EMNCs are seldom orchestrated and managed in the same manner. Through a cluster analysis of outward foreign direct investment data of EMNCs from India, we propose taxonomy of EMNCs based on their mode of operation, industry in which they operate, region where they invest and the amount invested. We use a dataset spread over 2007–2013, constituting investment data of 4,824 Indian firms into 7,238 foreign entities. Based on a two-step clustering approach, we propose three strategic archetypes of EMNCs: Global Service Providers, Integrated Manufacturers, and Established Internationalizers. The Global Service Providers mainly consists of firms operating in developed markets with an intention to serve their client needs through wholly owned subsidiaries. Integrated Manufacturers are firms that are primarily operating in other developing markets to sell their products through joint ventures and also present in developed markets through wholly owned subsidiaries – to acquire technology and other resources. The Established Internationalizers are large EMNCs with highest levels of investments, and relatively similar to the Western multinationals. We analyze the characteristics of these three groups of EMNCs based on their strategy and investment behavior, to derive insights into the heterogeneity across EMNCs. We discuss our findings and lay out future directions for research in the area.

Purpose – The study examines the roles of external facilitation in the internationalization process of high-tech firms.

Methodology/approach – The study elaborates on the roles of external facilitation through a case study of two small high-tech firms that took part in a partly governmentally financed facilitation program.

Findings – The study illustrates the internationalization of a high-tech firm as a process that includes actions of both the facilitating actors and the high-tech firm. It defines the primary roles of external facilitation over the facilitated internationalization process of firms.

Research limitations/implications – The internationalization was followed only during the time that the firms participated in a facilitation program. The external facilitation under study is of a program type; therefore the process followed is not a spontaneous one but the facilitation has certain planned phases. Future research should be conducted on the entire internationalization processes of these firms and on the utilization of various types of external facilitation.

Practical implications – The study shows how high-tech firms can benefit from external facilitation in their internationalization. It gives insight into how the type of the company and its background are related to the roles of external facilitation.

Originality/value – The study extends the existing research on the internationalization of small high-tech firms by focusing on the roles of external facilitation in their internationalization. There are numerous institutions and actors who aim to facilitate the internationalization of small firms, but there is a limited amount of research on the roles of these facilitators.

This paper examines three issues. First, do multiple possible paths to high versus low new product performance (NPP) occur among European, high-tech, industrial manufacturing firms? Second, what are the upstream influences on high NPP? For example, what background factors affect the levels of the KSFs? Third, do consistent country-level differences occur among Austrian, German, and Swedish executives in their evaluations of antecedents and high-tech NPP? To probe these issues, a total of 771 chief operating officers and project managers participated in face-to-face long interviews (McCracken, 1988) covering 241 less and 264 more successful than average industrial NPD projects. The empirical findings support the propositions that: (1) multiple paths lead to high versus low NPP; (2) unique antecedent variables affect the KSFs for high NPP; and (3) for several upstream and direct influences, consistent national differences occur among executives’ assessments of NPP. A key implication of the study for NPD executives is to recognize the possibility of alternative paths leading to successful NPD.

Nowadays, technological development makes activities easier to carry out, one of them is marketing work. Various marketing activities, both small and large sectors, use technology in their development, including SMEs. The content marketing strategy will further increase the growth rate of buying interest in products offered by SMEs. Content marketing is a strategy where marketers plan, create, and distribute content to attract targeted audiences and drive them to become customers. Although a content marketing strategy is important, not all SMEs use digital marketing in running their business. Being left behind in managing content marketing strategy is due to less reliable resources in mastering technology. SMEs are still required to master information technology to expand a broader market.

This paper draws on the conceptual and theoretical premises of the Competence-Based Management (CBM) approach to strategic management in elaborating the role of Management Processes in implementing a firm's Strategic Logic. We suggest how the CBM conception of Management Processes enables the integration of essential functional and support activities. We address these activities by characterizing Management Process as broadly concerned with marketing, strategy, and organization issues, and elaborating ways in which Management Processes can and should address these issues. In this regard, the paper essentially proposes a normative model of what “Management Processes” must do to enable an organization to function as a sustainable open system for value creation and distribution.