Born globals

Question 1

What are the 2 types of globals and how are they different?

Answer 1

Born globals:
rapid interantionalization, proactive/reactive approach

Mature Globals:
reactive approach -> expand

Question 2

What are the 2 types of market orientation?

Answer 2

• proactive: discover, understand + satisfy not yet visible customer needs
  -> new attributes/offerings
• reactive: discover, understand + satisfy expressed needs of customers
  -> establish a (exchange) relationship

Question 3

What are the 4 forms of value creation?

Answer 3

• resource-based view: Resource of the company -> Capital, Human Capital, Networks, Know-how
• use value: usefulness of the firms offer -> Spotify listening without owning it
• Exchange value: price paid for the use value created: economic value -> gold more worth than steel
• Customer value: customer perceived benefits to sacrifices in terms of cost, price paid + efforts spent (input/output)
  monetary benefits, trust, reputation, ease of use, savings

Question 4

What are the 3 parts of value proposition?

Answer 4

-> how does the product solves the customer problem or improve the situation?

1: core product: benefit buyer seeks: Laptop
2: Actual product: provides basic functionality/design: battery life, screen size
3: augmented product: additional services around the product: warranty, financial services

Question 5

What is needed for international growth?

Answer 5

• competitive advantage by selling products in multiple markets
• increased sales revenue from: more volume, higher prices (CH), winning new customers, scalability (H&M concept)

company culture -> value creation -> international growth

Question 6

Themes and propositions

Answer 6

Company culture:

Costumer-focused culture focus:
- enhances mature born globals capabilities to identify, create and deliver customer value -> leading to international growth

differentiated niche product focus:
- creating and delivering competitive customer value to increase MBG international growth

proactive + reactive market orientation:
- pro: you are the expert -> focus on actual product creation
- reactive: customer focus -> augmented product

international growth through value creation:
- reinvest money earned through value in growth of company

Question 7

Reinforcing Circle of international growth

Answer 7

customer focused culture -> process + activities for identifying, creating and delivering customer value -> international growth -> reinvest