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Technology Oriented, Service Intensive, Transnational Entrepreneurs’ International Target Market Strategies

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Version 2 2024-10-30, 14:58
Version 1 2024-06-19, 09:55
journal contribution
posted on 2024-10-30, 14:58 authored by Shiv Chaudhry, David Crick, James Crick

This instrumental case study's objective is to understand the target market strategies of technology oriented, service intensive, transnational entrepreneurs (TEs). Existing studies featuring the merits of ‘concentration versus spreading’ target market strategies provide mixed findings, typically involving firms with product oriented as opposed to service intensive business models. Furthermore, prior research focuses on export-oriented owner-managers as opposed to TEs who have capabilities associated with being socially embedded across different countries. Interview data features the practices of 15 TEs, whose businesses involved information and knowledge-based solutions. Specifically, first generation UK-based South Asian immigrant entrepreneurs who are socially embedded in both their country of origin and country of settlement. Unique insights contribute to a microfoundational cultural perspective of business-to-business (B2B) practices, regarding a new generation of TEs, being relatively highly educated, experienced, and technologically oriented. New evidence builds on dated prior studies often featuring lower skilled and less experienced immigrant entrepreneurs in low-tech, service-oriented sectors. The choice of TEs' target market strategy is not necessarily binary in nature, whereby the importance of decision-makers possessing the ability to pivot strategies is evidenced. To varying degrees, certain TEs employ an ambidextrous approach, concentrating on key markets and entering/exiting others perceived as peripheral.

History

Author affiliation

College of Social Sci Arts and Humanities School of Business

Version

  • VoR (Version of Record)

Published in

Industrial Marketing Management

Volume

120

Pagination

175-190

Publisher

Elsevier

issn

0019-8501

eissn

1873-2062

Copyright date

2024

Available date

2024-10-30

Language

en

Deposited by

Dr James Crick

Deposit date

2024-06-14

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