The role of entrepreneurial marketing in the success of born-global companies in the digital age

Abstract

This thesis explores the relationship between entrepreneurial marketing and the success of born-global companies in the digital age. Born-global companies are known for their rapid internationalization that usually takes place straight from the inception or at least within the first three years of the company’s existence. Entrepreneurial marketing has been studied to a high degree over the last three decades, but there are limited number of studies that interconnect the concept with born-global companies. Thus, the study aims to identify the key elements of entrepreneurial marketing that contribute to the success of born-global companies’ early internationalization and creation of competitive advantage.

This thesis uses qualitative research approach, utilizing the multiple case study format as a primary research method. The data was collected with semi-structured interviews from four Finnish digital native born-global companies founded in the 21st century.

The results of the study yield that entrepreneurial marketing could potentially be seen as a driving force behind the born-global companies’ success in the digital age. The thesis identifies seven key dimensions of entrepreneurial marketing that contribute to the early internationalization and success of these companies: proactiveness, calculated risk-taking, innovativeness, opportunity focus, resource leveraging, customer intensity and value creation. It is found that the success of born-global companies is dependent on their ability to integrate these dimensions effectively in their operations. Also, the efficacy of entrepreneurial marketing strategies is contingent upon the channel, product, and target market, and therefore is not universally assured when applied in a different market or business context. This study concludes by providing recommendations for born-global companies, emphasizing the importance of these dimensions and their suitability as a viable strategy to pursue rapid internationalization or competitive advantage. This thesis contributes to the overall understanding of the role of entrepreneurial marketing in the success of born-global companies in the digital age and provides practical contributions for entrepreneurs and managers as well as a theoretical foundation for future scholars interested on the subject.