Value Proposition Design for Born Global Firms
Bonisolo, Luca Jr (2019-08-09)
Bonisolo, Luca Jr
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Advancements in Information and Communication Technology (ICT), combined with increasingly liberalised global trading regimes, have enabled the rise of a new class of ventures that span global borders at birth. Born Global firms (BGs) have become a growing phenomenon that gained excellent interest in research for over the last few decades. Existing researches have partially studied the required capabilities that are essential to embrace the greatest internationalisation process of BGs, however, the relevance of the Value Proposition has been a rather scarce research area. This dissertation aims to make an extensive in-depth qualitative study and to reach a better understanding of VP’ decision-making and building processes within four Finnish and German BGs. In particular, this study strives to fill in the research gap and aspires to satisfy the research question dealing with the fact how BGs design their VP in order to pursue a sustainable and successful international expansion. Hence, three research objectives are defined to accomplish the purpose of the research. They aim to examine the critical aspects of VP, and to analyse which and how factors can influence the Value Proposition Design in BGs. The empirical investigation was based on a multiple case study strategy in order to understand and explore the dynamics and influences of the VP formulation inside existing BGs. Primary data has been collected from founders and managers of the case firms through semi-structured interviews while secondary data has been gathered in order to triangulate data and ensure the validity of the research. The empirical results show that despite the BGs’ challenges on building the right VP, it is crucial to emphasise and spread the uniqueness of their product’s benefits to spatially dispersed customers located in distinctive niche markets. Moreover, BGs perceived VP as the true essence of the strategy. Afterwards, the main influential factors such as Individual-Opportunity Nexus, technology, customers, community, competition and geographic scope have been identified, and the majestic impact of these drivers on VP’s evolution has been described. Further relevant findings concern the outcome of a conscious embracement of VP that offers a clearly vision to BGs’ internationalisation process, and the growing attention to emotional value have been illustrated. Relevant academic and managerial implications are also outlined from these results.