Authors: Carl Arthur Solberg; Francois Durrieu
The role of networks and international commitment in the formation ofinternationalisation strategies has not yet been explored in international research. Thepresent paper investigates these relationships in a sample of 206 Norwegian exporters.The results indicate that networks play a significant role in explaining a number ofinternationalisation strategies. It is suggested that the information, the trust, and thenorms embedded in networks come into play when explaining the dynamism ofstrategy formulation. The main finding is that access to networks in key internationalmarkets impact positively on the development of some global strategies such asmarketing control / positioning, whereas it does not enhance the creation ofinternational strategic alliances. It is theorised that well functioning marketingnetworks come in lieu of alliances, making these redundant, rather than leading tosuch alliances. Furthermore we find that international commitment is a strong driverto global marketing strategies ? both international strategic alliances and marketingcontrol / positioning strategies. Also product development strategies are strongly andpositively affected by firm commitment to international markets suggesting that muchof the product development in the sample firms is directed toward internationalcustomers.
Journal: ( – )
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Publish Year: 2004
Conference: Copenhagen, Denmark (2004)