Branding Capability of Technology of Technology Born Globals

Summary, in English

Born globals – young, rapidly internationalising small and medium enterprises – face the signifi cant challenge of building an international brand with scarce resources. In this article, we study international brand strategy and implementation of such fi rms, and defi ne the components of brand value to customers in technology B2B markets, which many born globals operate in. On the basis of the fi ndings, we discuss specifi c branding capability of technology born globals. A longitudinal in-depth case study of a Danish technology born global has been undertaken. The richness of data collected over 2.5 years (25 per cent of the firm's history) allows for the observing of strategies, activities and discussing related

organisational capabilities. We fi nd that superior technologies and the founder's strong brand vision are the enabling factors for building an international brand. Continuous technological leadership and focused marketing activities lead to customer pull for building an ingredient B2C brand. In our brand value model for technology B2B markets, tangible performance-, price- and distribution-related components have shown to be of the highest importance. The study provides evidence of the possibility of building an international technology brand based on technological

excellence and without expensive marketing communication campaigns.

• Author: Liliya Altshuler; Veronika Tarnovskaya
• Department/s: Department of Business Administration
• Publishing year: 2010
• Language: English
• Pages: 212-227
• Publication/Series: Journal of Brand Management
• Volume: 18
• Issue: 3
• Full text: - 199 kB; Download statistics
• Links: http://dx.doi.org/10.1057/bm.2010.47
• Document type: Journal article
• Publisher: Palgrave Macmillan
• Topic: Business Administration
• Keywords: capabilities; B2B; technology; branding; born globals
• Status: Published
• ISBN/ISSN/Other: ISSN: 1479-1803