DEVELOPMENT OF A GLOBAL DISTRIBUTION AND MARKET ENTRY STRATEGY

The function of the Internet in aiding global companies in the development of a global circulation and market application strategy

Research Proposal-Role Of The Internet In Assisting Global Firms In The Development Of A Global Distribution And Market Entry Strategy

Introduction and Theoretical Framework

The reality and significance of born global firms has verified to be important in numerous markets ([Knight and Cavusgil, 1996], [Madsen and Servais, 1997], [Oviatt and McDougall, 1994], [Rennie, 1993] and [Zahra, 2005]). Born globals have been studied in over 20 nations, encompassing numerous little and open finances for example Ireland, New Zealand, Greece, Israel, UK, Norway, Denmark, Sweden, and Australia. However, they have furthermore began in bigger finances for example the US, Japan, Germany, France, the UK and Canada (e.g., Dana, 2004). The study has furthermore recognised the characteristics of born globals (Madsen, Rasmussen, & Servais, 2000) and the components helping early and fast globalization of these firms (Rialp, Rialp, & Knight, 2005). Nevertheless, more focus on development of idea and conceptual structures has been called for in study on born globals ([Jones and Coviello, 2005] and [Rialp et al., 2005]). Although the worldwide and global marketing publications has assisted much to our comprehending of the marketing strategies of large global firms (e.g., [Levitt, 1983] and [Yip, 1989]), little has been in writing expressly on the marketing strategies of born globals with the exclusion of a couple of investigations (e.g., Knight, 1997). Moreover, couple of of these investigations are associated to the trials opposite born globals in their strategic marketing conduit assortment (Gabrielsson & Kirpalani, 2004).

This is hitting, granted the large alterations that have taken location in the marketing natural environment due to introduction of the Internet and other up to date technologies that endow bypassing of accepted passages (Frazier, 1999). It thus appears justifiable to study the Internet-based conduit strategies of born globals (Moen, 2002). It is especially intriguing to analyze the global expansion of the born globals and their use of the Internet as a market entry strategy (Servais, Madsen, & Rasmussen, 2007). Furthermore, previous publications has analyzed lone conduit strategy options (direct/indirect), but has concentrated restricted vigilance on multiple conduit strategy options (Anderson, Day, & Rangan, 1997). The multiple conduit options are of substantial significance for the enquiry of Internet-based market entry strategy strategies. Hence, Internet-based conduit strategies as a entails of worldwide expansion have been under-researched and apparently pattern a study gap (Gabrielsson, Kirpalani, & Luostarinen, 2002, p. 93).

 

Statement of the Problem

The promise function of the Internet and data expertise in worldwide marketing should be taken into account (Samiee, 1998). This becomes especially significant for born global firms that have been discovered to use the Internet intensively in support of their trade items undertakings (Moen, 2002). Research has contended that the Internet is one of the modes for born globals to get considerable incomes and money flow quickly (Gabrielsson & Kirpalani, 2004). As a issue of detail, some clues displays that when correctly directed, the Internet can ...