Peter Gabrielsson

Peter Gabrielsson
University of Vaasa · Marketing

About

23
Publications
6,367
Reads
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1,084
Citations

Publications

Publications (23)
Article
Research is limited on how accumulated international experience and decision-making style propel internationalising SMEs toward brand orientation. Our study builds a model of the process on classical and entrepreneurial brand management principles plus the firm's applied experience and decision-making logics. An online survey of 235 internationalis...
Article
With 4,249 articles and 245,255 citations, this study identifies four important research topics for three time periods spanning five decades (1971–2020) in business-to-business (B2B) sustainability research: stakeholder orientation and corporate social performance, environmentally-focused resources and their influence on competitive supply chains,...
Article
While many models describe efforts to build brand identity, none specifies the brand identity development for small firms facing uncertainty, such as rapidly internationalizing international new ventures. By examining four such case firms informed by interviews and archival data spanning five years, this study identifies three brand identity develo...
Article
There is no intensive review available of research at the interface of international marketing and entrepreneurship. This article systematically logs and organizes the subject matter and provides research suggestions. An organizing framework with three main dimensions-international marketing, the nature of marketing, and entrepreneurship-guides the...
Article
There is no intensive review available of research at the interface of international marketing and entrepreneurship. This article systematically logs and organizes the subject matter and provides research suggestions. An organizing framework featuring three main dimensions—international marketing, the nature of marketing, and entrepreneurship—guide...
Article
Knowledge of how entrepreneurial marketing is conducted in industrial markets is currently rather weak. This study explores the marketing decision-making process of entrepreneurs undertaking entrepreneurial marketing in international new ventures (INVs) operating in high-tech business-to-business markets. A qualitative study conducted with entrepre...
Article
Previous marketing research has called for enhanced understanding of the antecedents contributing to realization of a competitive strategy leading to superior performance. In particular, this research has been inconclusive about the conditions under which a multinational corporation (MNC) can realize a ‘hybrid’ competitive strategy. Our study exami...
Chapter
Globalization and technological advancement have led to an increase in the numbers of channels available for firms expanding to foreign markets. Although research has started to address strategic choice, the implications for performance have not been adequately investigated. This study examines multiple sales channel structure selection and standar...
Article
A premise in the international new venture (INV) literature is that a strong entrepreneurial orientation distinguishes an INV's behaviour over time. Employing the concept of international entrepreneurial culture (IEC), which provides a holistic operationalisation of international entrepreneurship, we provide evidence from a longitudinal case study...
Article
The growth and survival of international new ventures (INVs) has not been the subject of extensive in-depth qualitative study and our understanding of their decision-making is deficient. On the basis of empirical analyses in a small and open economy, a dynamic model was developed that explains the growth phases through which INVs pass as they matur...
Article
This study examines the marketing strategies of companies originating in small and open economies as they expand into foreign markets. It distinguishes two major globalization paths (that of born globals and that of globalizing internationals), contrasts them with traditional internationalizers, and describes their characteristics. It then outlines...
Article
Recent changes in the technological environment have had a significant impact on the available sales channel alternatives. At the forefront of this development are the born global firms, which have been relatively quick to adopt Internet-based channels. Interestingly, many of these firms have relied not only on Internet-based channels, but also use...
Chapter
The traditional marketing approach views marketing as a managerial process, and it emerged mainly from the focus on large, established companies (Kotler, 1997). Although the definition of marketing evolves and new approaches are being established researchers have, during the past two decades, pointed out that marketing theories may not be adequate...
Chapter
The ongoing almost three decade’s lasting debate around whether a firm should rely on a`single’ (or pure) generic competitive strategy of either differentiation or cost leadership, or whether a combined ‘hybrid’ (or dual) competitive strategy should be used is far from being resolved. Porter (1980, 1985) originally postulated that a firm must make...
Chapter
(Sapienza et al., 2006; Mudambi and Zahra, 2007). This aspect is important since only those that survive can benefit their national economies. As they move toward ‘adulthood’, born globals face three risks: (a) they do not succeed in growing beyond their initial phase and hence become more like traditional internationalizing firms; (b) they run int...
Article
A particularly interesting area of research concerns how international fast-moving consumer goods (FMCG) companies from small and open economies that operate in turbulent markets plan successful advertising campaigns for international markets. The objective of this research was to determine how they are planned and what factors affect this planning...
Article
This paper discusses the globalization process of business-to-business born globals in a rapidly growing industry, the wireless technology industry. Deviations in these patterns in regards to the mainstream pattern of internationalization and earlier born global literature are discussed. Furthermore, the roles of the founders and managers, the netw...
Article
Purpose – A highly interesting research problem relates to how international information and communication technology (ICT) manufacturers from small and open economies (SMOPECs) can meet the huge globalization challenge of developing products and managing them during global expansion. In particular, how do product strategies change when these compa...
Article
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 stra...
Chapter
In the information and communication technology (ICT) industry the pressure to globalize an already international business is great. The industry consists of a range of different companies from manufacturers to service providers, but the focus in this research is on manufacturers of ICT equipment including network infrastructure systems, terminals...

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Projects

Project (1)
Project
How INVs in the health sector could successfully grow to international markets with scarce resources?