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Keywords: Born global firms
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Journal Articles
Global reach: How born global B2B SMEs can benefit from standardized advertising campaigns
Available to Purchase
Journal:
Strategic Direction
Strategic Direction (2024) 40 (12): 15–16.
Published: 25 November 2024
... global firms Standardized advertising Business and political ties The concept of standardized advertising for firms is typically viewed as a cost saving approach whereby a single advertising campaign is created for a product or service and then released into every market in which that product...
Journal Articles
For local startup success, look abroad: The influence of international entrepreneurship on born globals
Available to Purchase
Journal:
Strategic Direction
Strategic Direction (2017) 33 (5): 36–38.
Published: 08 May 2017
... and places the articles in context. Findings The article “Born global firms’ growth and collaborative entry mode: the role of transnational entrepreneurs” by Yipeng (2017) provides a robust insight into how international entrepreneurs can shape and enhance the chances of success for born global firms...
