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Marketing communications at Born Globals
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

Marketing communications of a firm represent a means by which it tries to establish a dialogue and relationship with its audience. This work aims to look into marketing communications performed by a special category of firms – so-called “born globals” (the firms which internationalize from the inception). The purpose of this study is to look into marketing communications of born globals from the company’s perspective and to gain understanding how they change over time. A multiple case study is conducted, with the companies being chosen from both B2B and B2C sectors in order to examine possible differences in communication patterns. The results has shown that born globals rely on the usage of several marketing communication tools at the same time, both push and pull. However, B2C company has adopted more pull communication tools than the B2B one. Nevertheless, both companies were found to practice similar approach to the push marketing communications due to high importance of the distribution network for the born globals. It turned out to be three ways of changing marketing communications: to add new tools, to stop applying old tools and to develop new ways of applying the same tools. As time passed, both companies have added new pull tools, while the sets of push tools did not change significantly. The overall number of tools used has been growing constantly. In the beginning of their activity, both companies applied networking to some extent for finding distributors. Developments in communication technologies, Internet in particular, have facilitated the development of the ways to use same marketing communications tools for each company.

Place, publisher, year, edition, pages
2011. , 76 p.
Keyword [en]
born globals, marketing communications, push communication strategy, pull communication strategy, advertising, publicity, sales promotion, sponsorship, trade shows, word-of-mouth, personal selling, direct marketing
Identifiers
URN: urn:nbn:se:hh:diva-15714OAI: oai:DiVA.org:hh-15714DiVA: diva2:428530
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-07-13 Created: 2011-06-30 Last updated: 2011-07-13Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf