Internationalization as process of value distribution through innovation: Polyhedral diagnosis of a ‘born global’ firm

Abstract

[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