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dc.contributor.advisorUusitalo, Outi
dc.contributor.advisorKarjaluoto, Heikki
dc.contributor.authorPenttinen, Jukka
dc.date.accessioned2015-10-20T13:45:02Z
dc.date.available2015-10-20T13:45:02Z
dc.date.issued2015
dc.identifier.otheroai:jykdok.linneanet.fi:1498213
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/47340
dc.description.abstractThis study examines the utilization of ecommerce and marketing partnerships as part of born global internationalization strategies. The study will combine the existing literature of born global internationalization, export marketing strategies and ecommerce as part of internationalization to form an understanding on how two Finnish health and welfare sector born globals internationalize, and how ecommerce drivers affect their internationalization. Because of the explorative nature of the study, the research was conducted as a case study. The main theoretical background consists of ecommerce and export marketing strategy research (Bell & Loane, 2010; Gregory et al., 2007; Karavdic & Gregory, 2005; Sinkovics et al., 2013), knowledge acquisition and export partnerships (Freeman et al., 2006; Gabrielsson & Gabrielsson, 2011; Khalid & Bhatta, 2015) and the most relevant research over export marketing strategy (Cavusgil & Zou, 1994; Leonidou et al., 2002; Zou & Cavusgil, 2002). The study also seeks to create understanding over the virtuality trap phenomena, first proposed by Yamin & Sinkovics in 2006. Combining the existing theories over born global internationalization, ecommerce and export marketing strategy a new model will be introduced to describe more accurately how different drivers, determinants and actors affect the export marketing strategy and finally the export venture performance of born globals. Based on the research material several gaps were identified between earlier theories and the internationalization strategies of case companies. Research material indicate that both the ecommerce and export marketing strategy theories were not fully able to illustrate the complex nature of born global internationalization. Moreover, the partnership focus of the studies revealed some notions regarding the born globals’ internal determinants interdependency to sourced export marketing capabilities.en
dc.format.extent1 verkkoaineisto (75 sivua)
dc.language.isoeng
dc.rightsJulkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.fi
dc.rightsThis publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.en
dc.subject.otherInternationalization strategies
dc.subject.otherexport marketing
dc.subject.otherborn global
dc.subject.otherecommerce
dc.subject.othervirtuality trap
dc.subject.otherexport partnerships
dc.titleEcommerce drivers and marketing partnerships in successful export marketing of Finnish born globals
dc.identifier.urnURN:NBN:fi:jyu-201510203430
dc.type.ontasotPro gradufi
dc.type.ontasotMaster's thesisen
dc.contributor.tiedekuntaKauppakorkeakoulufi
dc.contributor.tiedekuntaSchool of Business and Economicsen
dc.contributor.laitosTaloustieteetfi
dc.contributor.laitosBusiness and Economicsen
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineMarketingen
dc.date.updated2015-10-20T13:45:03Z
dc.rights.accesslevelopenAccessfi
dc.contributor.oppiainekoodi20423
dc.subject.ysoverkkokauppa
dc.subject.ysomarkkinointi
dc.subject.ysokansainvälistyminen
dc.subject.ysovienti


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