Marketing Strategy of Born Globals Firms

journal article - other

English

Objective of the article - The goal is to verify the degree of awareness of "born globals" amongst students of economic schools, ie among potential future entrepreneurs, and to identify how these representatives would choose a marketing strategy if they are only 3 years from the start of the business before joining foreign market. The result of empirical research is the comparison of students' answers to tested theories from around the world, which are analyzed in a clear table and show marketing strategies of the company born globals across continents, different industries, size of enterprises and turnover rates. Methodology - Methods of analysis of primary and secondary data were used. Secondary data focused on structured data collection, including an overview of literature and an analysis of studies across the continents that were published on the topic of "born globals marketing strategy." For primary data collection, one of the quantitative methods of data collection was used, namely a questionnaire survey. Subsequent evaluation was performed using statistical statistics, statistical induction and the conclusion determined using the relative frequency. Scientific Objective - The scientific goal was to verify awareness of "born globals" and to determine the marketing strategy of globalized companies when entering the foreign market for students, and this marketing strategy selection was compared with the tried and tested theories from studies around the world. The scientific goal was verified using two hypotheses and their alternative hypotheses. Results - Empirical research statistically evaluates the presented hypotheses and verifies their validity. Conclusion - The conclusion of empirical research answers the question of whether it is possible to define the concept of a "born globals" marketing strategy, ie whether students of the economic college agree on the design of marketing strategies with already tested theories from all over the world that result from the analysis. The article has its limits primarily in the pilot sample of primary data collection, which will be expanded in the following articles. The work should help modern managers understand modern trends and adapt to new export strategies.

Strategie, Marketing, Management, Born globals, Internacionalization

REKOVÁ, E.

12. 7. 2018

1802-8527

TRENDY EKONOMIKY A MANAGEMENTU

12

31

Czech Republic

87

100

7