(1) International Business, Helsinki School of Economics, P.O. Box 1210, (Lapuankatu 6), FIN-00101 Helsinki, Finland
Abstract:
Born global companies have now been studied for a decade. However, little has been written specifically about the challenges
facing born globals in their branding endeavours. This research examines the branding strategies of 30 Finnish small and medium-sized
born globals. The experience, qualities and global orientation of the founder and the top management team are found important
for the success of the born globals in their branding achievements. A key argument is that business-to-business and business-to-consumer
born globals differ as to their branding strategies and approaches. The analysis reveals a major imperative; branding strategies
are dynamic and depend on the globalisation degree.