Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/308884 
Year of Publication: 
2018
Citation: 
[Journal:] Trends Economics and Management [ISSN:] 2336-6508 [Volume:] 12 [Issue:] 31 [Year:] 2018 [Pages:] 87-100
Publisher: 
Brno University of Technology, Faculty of Business and Management, Brno
Abstract: 
Purpose of the article: The aim is to verify the level of awareness of "born globals" companies among students of an economically oriented university, so among potential future businessmen, and to identify what type of marketing strategy they would choose providing they had only 3 years since establishing their business before they would enter the foreign market. The comparison of students' answers with well-tried theories from all over the world is the result of empirical research. These theories are analyzed in a table and show marketing strategies of "born globals" companies across continents, different fields of study, size of enterprises and turnover. Methodology: There were used methods of data analysis. Secondary data were aimed on structured data collection including the literature overview and analysis of studies across continents that were published as "born globals marketing strategy". The questionnaire survey, was used for primary data collection in this article. Following evaluation was done by descriptive statistics, statistic induction and the conclusion was set by relative frequency. Scientific aim: The scientific aim was to verify the level of students' awareness of "born globals" companies and to learn about the choice of marketing strategies when entering the foreign market of "born globals" companies. This choice of marketing strategy was compared to well-tried studies theories from all over the world. The scientific aim was verified by 2 hypotheses and their alternative hypotheses. Findings: The empiric research statistically evaluates given hypotheses and verifies their validity. Conclusions: The conclusion of empirical research answers the question - is it possible to define the concept of marketing strategy of "born globals" companies? This piece of work should help to modern managers to understand current modern trends and to be able to adapt to new export strategies.
Subjects: 
Strategies
Marketing
Management
Born globals
Internationalization
JEL: 
M3
F2
F6
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.