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Born Globals : Opportunities and Challenges in the Era of Globalization / Name Julia Goldberger, BSc.
AutorInnenGoldberger, Julia
Beurteiler / BeurteilerinGattringer, Regina
ErschienenLinz, 2018
UmfangVI, 96 Blätter : Illustrationen
HochschulschriftUniversität Linz, Masterarbeit, 2018
Schlagwörter (GND)Globalisierung / Strategie
URNurn:nbn:at:at-ubl:1-23364 Persistent Identifier (URN)
 Das Werk ist gemäß den "Hinweisen für BenützerInnen" verfügbar
Born Globals [1.09 mb]
Zusammenfassung (Englisch)

Since the increasing spread of the globalization idea in the 1980s and 1990s, a lot has changed (Ritzer, 2007, pp.54). The development of linkages and the coordination of social life on a global basis as well as growing global awareness are just a few effects caused by globalization. The process of economic interconnection and economic integration is one definition for globalization. Moreover, globalization can be seen as the cross-border extension of a nations economic activities by crossing political boundaries (Shahzad, 2006, 204). This clearly offers a lot of opportunities. Global brands such as Coca Cola or Levi 501 had the chance to realize major marketing and advertising advantages through globalization (John et al., 2002, pp. 218). Not only existing and established companies like multinationals but also start-ups, especially those who plan to go global right from the start, also known as born globals, take advantage of the arising opportunities, globalization provides. Where opportunities occur, challenges are not far. Therefore, the aim of this Masters Thesis is to provide an overview on the opportunities and challenges that born globals face in the era of globalization. Moreover, the most important and affective opportunities and challenges outlined in literature are investigated in more depth in order to understand their importance. The thesis is based on a literature review. Firstly, basic concepts as the Yip Framework (2012) and the concept of Bartlett & Ghoshal (2002) build the foundation for the analysis, but do not build the focus of the thesis. In a second step the opportunities and challenges as the focus of the thesis will be analyzed based on existing literature. In the end an example based on Aribnb as a born global will be given and an examination of the opportunities and challenges the company faced in their early stages and still is facing today, are given.

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