The study of technology startups that internationalize rapidly from inception has increased in recent years. However, little is known about their channels to market, and few of these studies are related to challenges facing born globals when making marketing channel selection decisions. This study addresses a gap in the "born global" literature by examining the channels used by 21 startups during their first three years after inception, as well as the programs they used to support their channel partners and customers. The study informs entrepreneurs who need to exploit global opportunities about decisions regarding channel market selection made by entrepreneurs who launched born global companies. The 21 startups examined were found to combine the use of the Internet with: i) a relationship with a multi-national, ii) distributors, iii) re-sellers or iv) a direct sales force. They also delivered programs to support partners and customers that focused on communications, alliance and network development, education, marketing and promotion and financial incentives.
展开▼
