Global marketing strategy: The case of a born global software firm in Colombia.
Fecha
2010-01-01
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Editorial Universidad Pontificia Bolivariana
Resumen
Born globals are a phenomenon that is increasingly being observed and researched around the globe. Yet, few studies exist that research born globals’ marketing strategies. This paper sheds light on the global marketing strategy of a small software firm in