Advanced

Branding Capability of Technology of Technology Born Globals

Altshuler, Liliya LU and Tarnovskaya, Veronika LU (2010) In Journal of Brand Management 18(3). p.212-227
Abstract
Born globals – young, rapidly internationalising small and medium enterprises – face the signifi cant challenge of building an international brand with scarce resources. In this article, we study international brand strategy and implementation of such fi rms, and defi ne the components of brand value to customers in technology B2B markets, which many born globals operate in. On the basis of the fi ndings, we discuss specifi c branding capability of technology born globals. A longitudinal in-depth case study of a Danish technology born global has been undertaken. The richness of data collected over 2.5 years (25 per cent of the firm's history) allows for the observing of strategies, activities and discussing related

organisational... (More)
Born globals – young, rapidly internationalising small and medium enterprises – face the signifi cant challenge of building an international brand with scarce resources. In this article, we study international brand strategy and implementation of such fi rms, and defi ne the components of brand value to customers in technology B2B markets, which many born globals operate in. On the basis of the fi ndings, we discuss specifi c branding capability of technology born globals. A longitudinal in-depth case study of a Danish technology born global has been undertaken. The richness of data collected over 2.5 years (25 per cent of the firm's history) allows for the observing of strategies, activities and discussing related

organisational capabilities. We fi nd that superior technologies and the founder's strong brand vision are the enabling factors for building an international brand. Continuous technological leadership and focused marketing activities lead to customer pull for building an ingredient B2C brand. In our brand value model for technology B2B markets, tangible performance-, price- and distribution-related components have shown to be of the highest importance. The study provides evidence of the possibility of building an international technology brand based on technological

excellence and without expensive marketing communication campaigns. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
capabilities, B2B, technology, branding, born globals
in
Journal of Brand Management
volume
18
issue
3
pages
212 - 227
publisher
Palgrave Macmillan
external identifiers
  • scopus:78650301724
ISSN
1479-1803
DOI
10.1057/bm.2010.47
language
English
LU publication?
yes
id
00743f76-4b79-4ec0-b778-2928d9a64dfd (old id 1747028)
date added to LUP
2010-12-29 12:29:41
date last changed
2018-05-29 09:22:02
@article{00743f76-4b79-4ec0-b778-2928d9a64dfd,
  abstract     = {Born globals – young, rapidly internationalising small and medium enterprises – face the signifi cant challenge of building an international brand with scarce resources. In this article, we study international brand strategy and implementation of such fi rms, and defi ne the components of brand value to customers in technology B2B markets, which many born globals operate in. On the basis of the fi ndings, we discuss specifi c branding capability of technology born globals. A longitudinal in-depth case study of a Danish technology born global has been undertaken. The richness of data collected over 2.5 years (25 per cent of the firm's history) allows for the observing of strategies, activities and discussing related<br/><br>
organisational capabilities. We fi nd that superior technologies and the founder's strong brand vision are the enabling factors for building an international brand. Continuous technological leadership and focused marketing activities lead to customer pull for building an ingredient B2C brand. In our brand value model for technology B2B markets, tangible performance-, price- and distribution-related components have shown to be of the highest importance. The study provides evidence of the possibility of building an international technology brand based on technological<br/><br>
excellence and without expensive marketing communication campaigns.},
  author       = {Altshuler, Liliya and Tarnovskaya, Veronika},
  issn         = {1479-1803},
  keyword      = {capabilities,B2B,technology,branding,born globals},
  language     = {eng},
  number       = {3},
  pages        = {212--227},
  publisher    = {Palgrave Macmillan},
  series       = {Journal of Brand Management},
  title        = {Branding Capability of Technology of Technology Born Globals},
  url          = {http://dx.doi.org/10.1057/bm.2010.47},
  volume       = {18},
  year         = {2010},
}