Branding Strategies of Born Global A Case Study of a Finnish Firm
Shafiq, Omer (2010)
Kuvaus
Opinnäytetyö kokotekstinä PDF-muodossa.
Tiivistelmä
Born globals are special kind of firms that expands into the global markets quite rapidly after their inception. Branding strategies of born globals have not been explored up to sufficient extent in the literature. For this reason the main purpose of this study is to explore how born global firm utilizes branding strategies during their growth stages. Three objectives have been discussed in this regard. The first objective is to define born global concept and different growth stages of born-global firm. Second objective is to identify the brand decision process and to study different types of branding strategies. Last objective is to empirically explore branding strategies of a Finnish born global during its growth stages. Born global concept, their growth stages and discussions related to branding strategies are done theoretically. This study follows deductive research approach and qualitative research method. The data is collected from a single company through face to face interview technique. In addition to interview, the company website, annual reports, company global financial data and company partner websites have also been consulted for the purpose of data collection.
This study focuses on a successful Finnish born global firm which has been rapidly internationalizing in the information technology sector of global markets. Finding reveals that selected born global firm chooses product brand strategy to make its brand successful during its introduction and growth stage. The company has not yet reached to maturity and still considered to be in the growth stage. However it is not always possible to use a single brand strategy in all situations.
This study focuses on a successful Finnish born global firm which has been rapidly internationalizing in the information technology sector of global markets. Finding reveals that selected born global firm chooses product brand strategy to make its brand successful during its introduction and growth stage. The company has not yet reached to maturity and still considered to be in the growth stage. However it is not always possible to use a single brand strategy in all situations.