Handbook of Research on International Entrepreneurship Strategy
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Handbook of Research on International Entrepreneurship Strategy

Improving SME Performance Globally

Edited by Pervez N. Ghauri and V. H. Manek Kirpalani

This impressive Handbook provides a dynamic perspective on the international entrepreneurial strategies of SMEs, including the role and experience of their founders, as well as the collaboration of these SMEs in networks with larger firms. The expert contributors from all over the world and the editors explore the origin and evolution of internationalizing SMEs, the changing history and the future outlook of this sector. They study the effects of different cultures on the origin and growth of entrepreneurship and SMEs. The Handbook also outlines the various types of Born Globals that emerge from different parts of the world.
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Chapter 3: The influence of market intelligence and marketing mix adaptation efforts on the performance of Israeli born globals

Rotem Shneor and Kalanit Efrat


Much of born global research focuses on early stages of the international new venture creation process, as well as on the motivations and drivers for its creation. However, the current chapter presents a study seeking to contribute to the understanding of born globals’ post-establishment performance. More specifically, the chapter presents a study examining the effects of their localization strategy choices and market intelligence gathering efforts on their performance. This is done through an analysis of survey data collected from 69 Israeli born global firms during 2012–13. The study reveals that localization efforts with respect to sales force management significantly impacts born globals’ performance. However, localization efforts with respect to product, price and promotions do not affect their performance. In addition, the study also shows that market intelligence generation efforts also have a significant impact. Finally, globals’ maturity level, as captured by three company age groups, did not affect their performance. Accordingly, the study contributes in shifting research focus to born globals’ performance, while highlighting the importance of marketing research and localization of sales force management for enhancing their performance. Moreover, by examining the relevance of marketing localization strategies for born globals, the current study also extends our understanding of their marketing practices. The chapter concludes with acknowledged limitations and suggested implications for future research and practice.

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