Marketing Activity of the International New Ventures. Results of Empirical Studies from Poland (original) (raw)
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The Entrepreneurial Marketing Concept and Its Application by the International New Ventures
Chinese Business Review, 2015
For the last two decades, there has been an ongoing research concerning the international new ventures (INV) or born global (BG) companies which are rapidly entering foreign markets. They face challenges connected with their marketing activity, because they launch relatively more product innovations in a shorter time than the gradually internationalized companies (GRAD). The entrepreneurial marketing (EM) concept could become a solution to some of these challenges, because of a greater entrepreneurial intensity (EI) and different decision-making approach than "classical" marketing concept. This study's aim is to analyze the EM concept and application of its elements by the INVs originating from Poland. Based on two computer-aided telephone interview (CATI) studies of INVs from the Polish industrial processing sector, the central elements of EM, applied by them, are explored, together with their relationship to INV performance. As it is shown, the INVs introduce significantly more product innovations than the gradually internationalized small and medium sized enterprises (SMEs). They often exceed competitors in the speed of launching innovations and are flexible in entering new markets. The entrepreneurial orientation (EO) indicators are at low to medium levels in all studied SMEs. However, the propensity to risk is slightly stronger in the INVs and correlated moderately with the financial performance. As the study shows, lack of emphasis on marketing planning and information gathering is the characteristic of the Polish INVs, which may testify to their effectual approach to decision making. Furthermore, similar as in the foreign-based INVs, there may exist a relationship between the application of the EM concept and performance of the Polish INVs, which, however, requires further study with respect to some mediating factors. It has been concluded that innovativeness of the product offering and propensity to risk seems to be the characteristic EM concept elements accompanying the rapid internationalization of INVs. The future research should focus on other elements of the EM-mix applied by INVs originating from emerging economies.
European Journal of Marketing, 2007
Purpose -This review aims to focus on the phenomenon of infant firms that operate internationally right from or close to inception, so-called international new ventures (INVs) or born global firms. It also aims to provide a comprehensive review of the literature on INVs from the time when such firms emerged in the literature in the early 1990s up until today. Design/methodology/approach -The study is a systematic review of top journals within entrepreneurship, marketing and management over the years 1992-2004. The focus is primarily on studies with empirical evidence and the review is narrative in nature. The study presents and discusses findings related to the founding of the firm, organizational features, environmental factors, and their influence on market strategy and firm performance. Findings -The study finds great heterogeneity on the factors examined within this relatively narrow defined group of firms. This leads the study to conclude that normative linear models of international expansion render little explanatory and predictive value to the study of these firms.
Specialized marketing capabilities and foreign expansion of the international new ventures
Journal of Small Business Management, 2020
The study examines specialized marketing capabilities' role in the early internationalization of small-and medium-sized enterprises (SMEs). Emphasis is on sales and communication capabilities and on contrasting international new ventures (INV) from the mature economy of Italy and the posttransformation economy of Poland. Individual expert interviews, including a card-based game, and an entrepreneurial marketing conceptual framework were conducted with representatives of seven manufacturing INVs. The findings obtained through content analysis of interviews with CAQDAS software show how the main specialized marketing capabilities contribute to early expansion of INVs through an interaction with architectural marketing capabilities.
Promotion Tools Applied by Polish INVs on Foreign Markets
2019
Marketing capabilities are argued to be one of the critical capabilities of International New Ventures (INVs) facilitating their early internationalization. Although companies from post-transformation Central and Eastern Europe Countries are active and successful participants of the global market, their marketing capabilities were not subject to the complex studies yet. This paper addresses this research gap and aims to identify the types and importance of the promotion tools applied by INVs from this region. It presents the results of the multi-mode method (CATI combined with CAWI) study of 297 Polish small and medium INVs. It shows, that they rather do not apply a very diversified set of promotional tools. The most common tools applied by them on the foreign markets are trade fairs and exhibitions, internet advertising, PR, personal sales and Internet tools other than Internet advertising, with the most importance given to PR. The most differentiated set of promotion tools is appl...
International New Ventures Learning Processes and Their Role in International Marketing
International Journal of Economic Behavior, 2018
Learning processes of the small and medium sized enterprises (SME) are of special importance for their internationalization, as they may lead to gaining the Learning Advantage of Newness. The current literature suggests that the dynamic capabilities concept may help in understanding how the learning processes lead to the development of marketing capabilities necessary for foreign expansion of SMEs. This study aims at identifying the learning processes of International New Ventures (INVs) and analysing their role in international marketing. The results of individual interviews with four Polish INV's founders and managers are presented. The studied companies are similar to the foreign ones with respect to the information gathering sources and processes. When looking for market opportunities they often rely on informal sources of intelligence and "congenital" knowledge of the founders. These sources substitute for firm-level international experience at early stages of international development. At the later stages of expansion they are supplemented with more external knowledge and sometimes also "grafting", or purchasing expert knowledge.
Economics Research International, 2012
The main research objectives of this paper are the analysis of the influence of international market orientation and the management capabilities derived from that orientation on international new ventures’ (INVs) behavior. Foreign market geographical diversification and the commitment involved in entry modes are considered to reflect this international behavior. Thus existing International Entrepreneurship literature is developed by analyzing the behavior of INVs explaining and testing how international market orientation and management capabilities affect geographical diversification and the commitment involved in entry modes. The empirical study confirms this influence.
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