Global marketing strategies of born globals and globalising internationals in the ICT field

The study examines the global product and marketing strategies and their development when globalising ICT companies. Two major globalisation paths are distinguished: Born Globals and Globalising Internationals. The paper describes the characteristics of these two approaches, outlines a framework for understanding the product, brand and channel strategies in the globalisation process. It further elaborates on two important dimensions, namely standardisation across countries and co-operation in value networks. The study shows how the product and marketing strategies should be standardised along the globalisation process. A novel finding relates to the importance of examining co-operation possibilities in both vertical and horizontal value networks.