They are characterized as being focused on the domestic market and suddenly being able to radically change their strategic focus in order to increase their sales volumes in international markets.
Published in Chapter:
Born-Again Globals: A Case Study of a Non-Linear Internationalization Behavior
Ana Vieira (University of Aveiro, Portugal), Ema Fonseca (University of Aveiro, Portugal), Inês Oliveira (University of Aveiro, Portugal), Joana Lobo (University of Aveiro, Portugal), and António Carrizo Moreira (University of Aveiro, Portugal)
Copyright: © 2021
|Pages: 20
DOI: 10.4018/978-1-7998-4303-0.ch004
Abstract
Based on the literature on the Uppsala model, born-again globals, non-linear internationalization model, and late market entry, this chapter aims to portray the history, changes, and adaptations of OMEGA's internationalization process. This transitioning firm manufactures furniture and wooden hockey sticks. This chapter identifies that OMEGA follows a non-linear internationalization process and late entry into international markets. The principal added value of the case study presented here is related to presenting OMEGA's non-linear internationalization process, which displays reactive internationalization behavior in response to a saturated domestic market, typical of the Uppsala model, and which subsequently ends in a rapid internationalization process, as a born-again global, as a result of a change in its top management. During its internationalization process, OMEGA changed its internationalization pace, modes of entry, and export actions by adapting to the external environment and then changing its strategic focus.