Czasopismo
Tytuł artykułu
Autorzy
Warianty tytułu
Języki publikacji
Abstrakty
Objective: The paper explores the first-time internationalisation strategy and discusses whether firms could actually begin internationalisation at home without crossing the border by approaching the international expatriates' community in the home city/market.
Research Design & Methods: The concept of internationalisation at home is studied through the case study method. An example of a public company from the creative industry in the capital city from the Central and Eastern European region is studied.
Findings: The expatriates' community, so far often neglected market segment, has a rising potential in several European cites. The results highlight a positive impact on performance after approaching the expatriates' community. Organisational learning effects result in improved and stabilised sales and strengthened firm-specific advantages.
Implications & Recommendations: Internationalisation at home is disruptive innovation, especially appropriate for enterprises under high resource constraints. It is fast, cost efficient and has positive externalities. The international expatriates' community in the home city/market offers fast organisational learning and a testing area for enterprises.
Contribution & Value Added: Internationalisation at home adds to the existing understanding of internationalisation. The findings that firms could begin the organisational learning process of internationalisation before or even without the first foreign entry and proposals for the integrating expatriates' community into the marketing strategy may influence future internationalisation paths. (original abstract)
Research Design & Methods: The concept of internationalisation at home is studied through the case study method. An example of a public company from the creative industry in the capital city from the Central and Eastern European region is studied.
Findings: The expatriates' community, so far often neglected market segment, has a rising potential in several European cites. The results highlight a positive impact on performance after approaching the expatriates' community. Organisational learning effects result in improved and stabilised sales and strengthened firm-specific advantages.
Implications & Recommendations: Internationalisation at home is disruptive innovation, especially appropriate for enterprises under high resource constraints. It is fast, cost efficient and has positive externalities. The international expatriates' community in the home city/market offers fast organisational learning and a testing area for enterprises.
Contribution & Value Added: Internationalisation at home adds to the existing understanding of internationalisation. The findings that firms could begin the organisational learning process of internationalisation before or even without the first foreign entry and proposals for the integrating expatriates' community into the marketing strategy may influence future internationalisation paths. (original abstract)
Rocznik
Tom
Strony
49--72
Opis fizyczny
Twórcy
autor
- University of Ljubljana, Slovenia
autor
- University of Ljubljana, Slovenia
Bibliografia
- Andersen, O. (1993). On the internationalisation process of firms: a critical analysis. Journal of International Business Studies, 24(2), 209-231.
- Agarwal, M. K. (2003). Developing Global Segments and Forecasting Market Shares: A Simultaneous Approach Using Survey Data. Journal of International Marketing, Vol. 11, No. 4 (2003), pp. 56-80.
- Beatty, Sharon E.; Pamela M. Homer; Lynn R. Kahle. (1988). "Problems With Vals in International Marketing Research: an Example From an Application of the Empirical Mirror Technique". Advances in Consumer Research 15: 375-380.
- Bell, J., Crick, D., & Young, S. (2004). Small firm internationalization and business strategy: an exploratory study of 'knowledge intensive' and 'traditional' manufacturing firms in the UK. International Small Business Journal, 22(1), 23-56.
- Cernat, L. (2006). Europeanization, Varieties of Capitalism and Economic Performance in Central and Eastern Europe, New York: Palgrave Macmillan.
- Cook, A. & Glass, C. (2015). Do Minority Leaders Affect Corporate Practice? Analyzing the Effect of Leadership Composition on Governance and Product Development. Strategic Organization, vol. 13, (2), 117-140.
- Coviello, N.E. & Munro, H.J. (1995). Network relationships and the internationalization process of small software firms. International Business Review, 6(4): 361-386.
- Coviello, N.E. & Martin, K.A. M. (1999). Internationalization of service SMEs: an integrated perspective from the engineering consulting sector. Journal of International Marketing, 7(4): 42-66.
- Cravens, D.V. & Woodruff, R.B. (1986). Marketing. Addison-Wesley Publishing Company.
- Cui, G. & Q. Liu. (2001). Emerging Market Segments in a Transitional Economy: A Study of Urban Consumers in China. Journal of International Marketing, Vol. 9, No. 1 (2001), pp. 84-106.
- Dikova, D., Jaklič, A., Burger, A. and Kunčič, A. (2015).What is beneficial for first-time SME-exporters from a transition economy: A diversified or a focused export-strategy? Journal of World Business. doi:10.1016/j.jwb.2015.05.001
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171398547
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