Market Channels of Technology Startups that Internationalize Rapidly from Inception

• Main Author: Simar Yoos
• Format: Article
• Language: English
• Published: Carleton University 2012-10-01
• Series: Technology Innovation Management Review
• Subjects: born global; channel partner; globalization; internationalization; market channels; marketing; startups
• Online Access: http://timreview.ca/sites/default/files/article_PDF/Yoos_TIMReview_October2012.pdf

The study of technology startups that internationalize rapidly from inception has increased in recent years. However, little is known about their channels to market. This article addresses a gap in the "born global" literature by examining the channels used by six startups that internationalized rapidly from inception as well as the programs they used to support their channel partners and customers. The six startups examined combined 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. This article informs entrepreneurs who need to design go-to-market channels to exploit global opportunities about decisions made by other entrepreneurs who launched born-global companies. Normative rules and practitioner-oriented approaches are needed to help entrepreneurs explain and apply the results presented in this article.