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Entrepreneurial marketing and born global internationalisation in China
Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Centre for International Marketing and Entrepreneurship Research (CIMER).ORCID iD: 0000-0002-8194-2053
The Marketing Discipline, National University of Ireland, Galway, Ireland.ORCID iD: 0000-0002-8193-1004
The Marketing Discipline, National University of Ireland, Galway, Ireland.
2018 (English)In: Qualitative Market Research, ISSN 1352-2752, E-ISSN 1758-7646, Vol. 21, no 2, p. 202-231Article in journal (Refereed) Published
Abstract [en]

Purpose: This study aims to explore the entrepreneurial marketing (EM) behaviour of Swedish born globals entering the Chinese market through their international networks. Drawing from the network theory of small firm internationalisation, this study is positioned in the domain of EM, and thus captures the relevance of EM behaviour to explain how born globals internationalise through their networks.

Design/methodology/approach: A qualitative case study approach of two Swedish born global companies active in the Chinese market is used. The network theory helps analyse the data in the three phases of firm internationalisation processes.

Findings: The study shows the importance of networks for the enactment of EM for born globals. The study traces the evolution of network development in the market entry process of born globals and highlights the importance of aligning network leverage with contextual factors for market performance.

Research limitations/implications: The generalisation of the findings is limited due to the exploratory nature of the study and the size of the research sample.

Practical implications: Management of different types of networks is essential in the entry process and further growth of born globals in the Chinese market. In addition, born globals operating in psychically distant and complex institutionally contexts can especially gain support from intermediary networks.

Originality/value: This study extends knowledge of international entrepreneurship by demonstrating that born global managers can enact EM behaviour by leveraging networks to gain rapid entry into the Chinese market. It further highlights the role of firms’ networks in the EM activities in their internationalisation. The conceptual underpinnings of EM and network theory provide greater understanding of how born globals enter and grow their psychically distant markets.

 © 2018, Emerald Publishing Limited.

Place, publisher, year, edition, pages
Bingley: Emerald Group Publishing Limited, 2018. Vol. 21, no 2, p. 202-231
Keywords [en]
China, Sweden, Networks, Entrepreneurial marketing, Born globals
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-36684DOI: 10.1108/QMR-11-2016-0115Scopus ID: 2-s2.0-85045656945OAI: oai:DiVA.org:hh-36684DiVA, id: diva2:1201504
Funder
Knowledge FoundationAvailable from: 2018-04-26 Created: 2018-04-26 Last updated: 2018-04-27Bibliographically approved

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Andersson, SvanteEvers, Natasha

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