Marketing Strategies of Born Global Company

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  • ボーン・グローバル企業のマーケティング戦略

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<p>This paper aims to describe the global business area, Born Global Company (BGC hereafter), and marketing strategies. Both are attracting more attention in the 21st century global business world than before. When we look back on the past than 400 years, like the historian Thomas Friedman, we divide into 3 phases. G1.0 is from 1492 to about 1800, G2.0 is from about 1800 to 1994, and G3.0 is from 1995 (World Trade Organization (WTO) was established.) We focused on G3.0 (after WTO establishment), and we studied background and growth of BGC and marketing.</p><p>BGC is considered as global expansion of Schumpeterian innovative small and medium sized enterprise. What led to the idea of innovation and marketing was thoughts of Pragmatism, born in the late 19th to the early 20th century US. Drucker combined these two ideas, and nowadays these are being synthesized into entrepreneurship.</p><p>In 1993, McKinsey, Melbourne subsidiary, informed intra-firm's members of BGC elemental ideas, and since then BGC has been studied around the world. In 21st century, various types of academic studies are taking BGC.</p><p>Recently, the Japanese researchers of BGC have grown in number, but still smaller than America, and Europe. The one reasons is small and medium sized entrepreneurial enterprises in Japan are regarded as contract of big business rather than in the US and Europe. Another reason is that the researchers have put too much emphasis on the manufacturing sector.</p><p>This paper proposes that we consider BGC and global companies as an integrated model by showing that BGC is a form of sustainably growth to a global company. BGC is small and medium sized company, and grows to global company in sustainable growth process. As Drucker suggested sustainable and growing globalization of company accomplished its goal.</p><p>Finally, we explain growth model of Google. We will show how different Google is from the growing companies in the past, and how it is growing with an emphasis on technological development.</p>

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Details 詳細情報について

  • CRID
    1390001205763117824
  • NII Article ID
    130007041032
  • DOI
    10.15050/jaibs.8.2_19
  • ISSN
    21895694
    18835074
  • Text Lang
    ja
  • Article Type
    journal article
  • Data Source
    • JaLC
    • CiNii Articles
    • KAKEN
  • Abstract License Flag
    Disallowed

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