Samenvatting

Summary: The traditional landscape in international business has changed, for decades the Uppsala model of internationalization has been key-instrument for foreign success. Since McKinsey (1993) made notice of the term Born Global times have changed. More rapidly and in increasing numbers throughout different industries, markets and backgrounds firms have entered foreign markets. Even without the stable domestic market as a resource to do this. What increased this speed and how do these firms utilize social media and how it affects their performance. We are looking at the driving forces, the motivations and the performance of these firms in this study. Specifically the role of social media and if and under what circumstances it effects international performance.
Abstract:
Purpose: The Intent of this two-phase, sequential mixed methods study is to examine the online marketing policy of Born Gobal firms. The first phase will be a qualitative exploration of Born Global firms by collecting data from interviews with those type of firms. Findings from this qualitative phase will then be used to test hypothesis that relates the online social media policy with the performance of Born Global Firms. The reason for collecting qualitative data initially is that the current literature doesn't provide insights which specific social media tools are used.