Internationalization as process of value distribution through innovation: Polyhedral diagnosis of a ‘born global’ firm
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Internationalization as process of value distribution through innovation: Polyhedral diagnosis of a ‘born global’ firmData
2019Cita bibliográfica
Calvo, N. and Villarreal, O. (2019), "Internationalization as process of value distribution through innovation: polyhedral diagnosis of a “born global” firm", Journal of Business & Industrial Marketing, Vol. 34 No. 3, pp. 561-574. https://doi.org/10.1108/JBIM-03-2017-0060
Resumo
[Abstract]: Purpose: Technology applied to learning is blurring the traditional outlines of the relations
between publishing and technology industries, moving the internationalization strategy away
from a gradual perspective towards accelerated internationalization. This paper provides a
conceptual model of polyhedral diagnosis of market entry strategy (PODMES model) for ‘born
global’ firms involved in e-learning industries.
Design/methodology/approach: The use of the case study methodology allowed apply
PODMES model to a ‘born global’ firm of the e-learning industry.
Findings: Results confirm that `born global´ firms in the e-learning industry can adopt
behaviors contrary to those expected in the literature. These behaviors imply new entry patterns
by creating a new strategic partner-supplier-client-competitor relations that extends the
traditional analysis of the internal value chain to a process of value distribution through product
and technology alliances.
Originality/value: This research provides two main contributions: First, an advance upon
previous research into ‘born global’ firms, through deep analysis of a case study that offers new
findings regarding the phenomenon studied. It permits to align this research with previous
analysis, following a strict case study methodology approach. Second, this study offers the
application of a new methodology (PODMES model) that integrates the most relevant theories
of internationalization (Factorial Dodecagon) within the five contingencies of entry market and
the design of a strategic profile of internationalization
Palabras chave
Internationalization
Small business strategy
E-learning
Case study
Born global firm
Market entry
Small business strategy
E-learning
Case study
Born global firm
Market entry
Versión do editor
Dereitos
Atribuación-Nocomercial 4.0
ISSN
0885-8624