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| 2. |
- Aagerup, Ulf, 1969-, et al.
(author)
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Building a warm and competent B2B brand personality
- 2022
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In: European Journal of Marketing. - Bingley : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 56:13, s. 167-193
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Journal article (peer-reviewed)abstract
- Purpose This study aims to investigate how business-to-business (B2B) companies build brand personality via the products they provide and via their interactions with customers. Design/methodology/approach A multiple case study, which spans 10 years, investigates via interviews, observations, workshops and document analysis how two fast-growing B2B companies selling industrial equipment to manufacturers build brand personality. Findings The studied companies concentrate on different brand personality dimensions depending on the activities in which they engage. By focusing on brand competence in the realm of the actual product and brand warmth in the realm of the augmented product, the companies manage to create a complete and consistent brand personality. Research limitations/implications The research approach provides in-depth knowledge on how the companies build brands for a specific type of B2B product. However, the article's perspective is limited to that of management and therefore does not take customer reactions into account. Practical implications The study describes how firms can build strong B2B brands by emphasizing competence in product design and R&D and warmth in activities related to sales and customer service. Originality/value The study introduces a conceptually consistent view of brand personality in the form of warm and competent brands to the B2B marketing literature. It builds on and contributes to the emerging research on B2B brand personality. By relating the companies' brand-building activities to the type of products they sell, this study illustrates how context affects B2B brand building, and by integrating brand personality theory with product levels and marketing philosophy, it extends previous theory on B2B branding.
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| 3. |
- Achtenhagen, Leona, 1969-, et al.
(author)
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Frühe Internationalisierung eines Unternehmens im Hochtechnologiebereich - Treiber und Hindernisse
- 2011
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In: Zeitschrift für KMU und Entrepreneurship. - Berlin : Duncker & Humblot. - 1860-4633 .- 1865-5114. ; 59:2, s. 125-140
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Journal article (peer-reviewed)abstract
- SMEs in high-technology industries, such as life sciences, face a fundamental challenge. On the one hand, i.a. high product development costs push firms to early-stage internationalization to speed up the amortization of those investments. On the other hand, a number of factors constitute hinders to internationalization, such as insufficient endowments with financial resources and the need to adapt to local regulations, which differ between countries. To date, little is known about how SMEs in practice master this challenge. Based on a longitudinal, in-depth case study of a young company from a high-technology sector, this paper aims at providing a better understanding of early internationalization processes of startups in these industries. This paper is closely linked to practice, while at the same time is contributing to the literature on international entrepreneurship.
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| 4. |
- Aerts, Ria, et al.
(author)
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Overcoming hospital resistance in an international innovation co-creation
- 2023
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In: Technological forecasting & social change. - New York : Elsevier. - 0040-1625 .- 1873-5509. ; 187
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Journal article (peer-reviewed)abstract
- The health sector is very specific and difficult market for firms to access and deal with. The main reasons for this is that the healthcare systems are in continuous change, the co-creation processes in hospitals are complicated involving many different actors which also affects on firms commercialization and internationalization approaches. However, there is a growing demand of health services and the sector is growing also due to the COVID situation, that has been dramatically speeding up the digitalization of the healthcare services in the hospital settings. Approaching international hospital markets is, however, challenging for the start-up companies. On their journey they are facing a resistance, that they have to overcome in many different ways. The aim of this paper is to increase understanding how a start-up can overcome hospital resistance in an international innovation co-creation process. The results of are based on in depth case study in which the data collection was done over the four years of data gathering. The paper highlights how start-up companies can overcome the resistance in the international innovation co-creation in the hospital markets. It shows the importance of different activities, actors, capabilities and international activities in different phases of the international innovation co-creation journey. © 2022
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| 5. |
- Amal, Mohamed, et al.
(author)
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Differences and similarities of the internationalization processes of multinational companies from developed and emerging countries
- 2013
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In: European Business Review. - Bingley : Emerald Group Publishing Limited. - 0955-534X .- 1758-7107. ; 25:5, s. 411-428
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Journal article (peer-reviewed)abstract
- Purpose: This paper aims, by a direct comparison, to address the differences and similarities of the internationalization processes of multinational companies both from developed and emerging countries.Design/methodology/approach: This study employed qualitative approach, using an integrated model of internationalization process. Multiple case studies, with two companies with significant involvement in foreign markets and originating in countries with different levels of development, were carried out.Findings: The results reveal that the case companies show some differences with regards to their use of ownership advantages to facilitate their internationalization. On the other hand, learning and experience of internationalization, coupled with the use of networks, have been factors that have influenced the pace and the pattern of the case companies' internationalization. An integrated model, which includes variables related to networks and learning/experience, may contribute to the understanding of the case of multinational companies from emerging economies.Originality/value: Although the research field of emerging multinationals has been growing lately, very few attempts have been made in the sense of directly comparing the internationalization process of firms from both developed and emerging countries. The authors proposed an integrated analytical model that draws on insights from the eclectic paradigm and the Uppsala internationalization model. © Emerald Group Publishing Limited.
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| 6. |
- Andersson, Svante, 1962-, et al.
(author)
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A Glocal marketing model
- 2009. - 1
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In: Glocal Marketing. - Lund. - 9789144055558 ; , s. 391-396
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Book chapter (peer-reviewed)
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| 7. |
- Andersson, Svante, 1962-, et al.
(author)
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Analyzing Capabilities which Born Global Firms Develop and Implement for their International Growth
- 2016
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Conference paper (peer-reviewed)abstract
- The aim of this paper is to investigate how born global firms co-operate with local and international network actors to provide innovations for international growth, Consequently, born globals’ use of their own innovation capabilities, stemming from firm-specific advantages, and their access to complementary resources and activities of their network partners, termed here as network capabilities, are analyzed to aid our understanding of the provision of innovative solutions that lead to firms’ international growth. The paper opted for an exploratory study, using a qualitative case study approach of five born global companies. Focus groups, work-shops and interviews with the entrepreneur-CEOs in the companies are used to gain deep insight into innovation and internationalization processes that underlie the case companies’ international growth. The study shows that the entrepreneur-CEOs’ networking and innovation capabilities, have been crucial for the born global firms international growth. A high responsiveness to changes in the environment and incremental rather than radical innovation characterize the firms’ growth. A fruitful relationship between the Born Globals and other actors is crucial for them to be able to get access to resources, which can complement their own to create innovative solutions that will lead to growth.
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| 9. |
- Andersson, Svante, 1962-, et al.
(author)
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Born Global or Local? Factors influencing the Internationalization of University Spin-Offs - The Case of Halmstad University
- 2016
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In: Journal of International Entrepreneurship. - New York : Springer-Verlag New York. - 1570-7385 .- 1573-7349. ; 14:3, s. 296-322
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Journal article (peer-reviewed)abstract
- A wealth of research in the past decades has examined born globals or international new ventures, which are firms that from inception view the whole world as a market and as a source to access resources. Many of these firms build their competitive advantage on high-tech knowledge. However, although many studies have shown how born globals can achieve success if they access resources through their relationships from actors in their networks, few studies have explored the relationship between born globals and universities. Universities are important actors in creating new technology knowledge, and many studies have shown how new firms, or so-called university spin-offs (USOs), are formed around universities. The current study explores why some USOs are successful in their international growth strategy and discusses the factors that influence and facilitate the internationalization process. The study investigates 10 USOs around the newly established Halmstad University in Sweden and finds that universities have a positive effect on firm creation and initial international growth. The regional competence base increases from the establishment of a local university, primarily by strengthening the regional human capital and by increasing university research. This study shows that researcher entrepreneurs’ ventures start as born globals, but that these firms do not continue to grow. Born global business models, per se, do not lead to competitive advantage and successful internationalization. Instead, a strategy built on customer focus and an ability to adapt to different customer demands lead to growth, and the location of growth is dependent on the size of the home market. This study also shows that student entrepreneurship can be a successful growth strategy for USOs focusing on both international and local markets. © 2016 Springer Science+Business Media New York
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| 10. |
- Andersson, Svante, 1962-, et al.
(author)
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Born Globals and Born Locals originating from University Spin-Offs
- 2015
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Conference paper (peer-reviewed)abstract
- Research on firm’s that already from inception see the whole world as a market and/or the whole world as a source to access resources, so called born globals. Many of these firms, build their competitive advantage on high-tech knowledge. Universities have shown to be an important actor, to create technology knowledge, and numerous studies have shown how new firms are created around universities, so called University Spin-offs (USOs). Earlier research has shown that some USOs are successful with their international growth strategies. This study aims to explore why some USOs are successful in their international growth strategy and some are not. 10 USO around the newly established Halmstad University in Sweden is investigated. Both USOs founded be students and researchers are included in the sample. This study shows the positive influence of a university for firm creation and international growth. The regional competence base has increased by the establishment of a local university, primarily by strengthening the regional human capital, but lately also by an increased amount of university research. This study has showed student entrepreneurs more successful in growth and international development than researcher entrepreneurs, which imply that further development of support for student entrepreneurship is fruitful to create international growing firms.
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