RELATION-BASED GLOBAL B2B MARKET EXPANSION - The Enabling Role of People Currency
Spit, Dennis Alexander Nicolay (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021122390520
https://urn.fi/URN:NBN:fi:amk-2021122390520
Tiivistelmä
Case company is on a supernova growth trajectory. Such audacious growth aspirations can only be achieved realistically in a global context due to the borderlessness of opportunities. Despite the tempting allure of going global, global expansion is nefarious difficult. Due to these sinister presages, abundant ‘how-to’ is desideratum so as to bias expansion strategies towards success. The role of human-to-human social capital and interpersonal competence for B2B global market expansion success is escaping attention and the motivator behind the work. The aim of the research is to help further materialize case company’s global expansion aspirations with expansion strategies empowered by these findings. The objective is to collect field data from global expansion veterans, which will be analyzed, benchmarked and presented in an action sheet with concrete and specific recommendations.
The topic was analyzed by an ensemble literature backdrop to illuminate the topic iridescent, yet all through a social science tainted lens. In a deviant act to depart with dogma on the subject matter, literature was used that investigates global expansion through a social science lens. Especially, what role social capital and interpersonal competence played for success in global expansion. Subsequently, the role of ‘locals’ was investigated and how both aspects synthesize as a powerful success determinant for global expansion.
The research methodology used was interpretative research philosophy. Along the abductive approach, previous literature was deployed, yet the aim was to be open-minded and let the field data speak. The tools that were used for data collection were qualitative, i.e., semi-structured interviews and qualitative email interviews in cross-section manner. The sample size consisted of global expansion veterans from the field or with senior roles in a global context and captured eight interviews and eight email interviews sourced across multiple countries, demographics and sectors.
The findings indicate that success in global B2B market expansion is grounded in social capital and interpersonal competences. Tapping into human nature for cooperation and socializing, B2B expansion strategies can be biased for success bias while simultaneously “bypassing” the common pitfalls within.
The topic was analyzed by an ensemble literature backdrop to illuminate the topic iridescent, yet all through a social science tainted lens. In a deviant act to depart with dogma on the subject matter, literature was used that investigates global expansion through a social science lens. Especially, what role social capital and interpersonal competence played for success in global expansion. Subsequently, the role of ‘locals’ was investigated and how both aspects synthesize as a powerful success determinant for global expansion.
The research methodology used was interpretative research philosophy. Along the abductive approach, previous literature was deployed, yet the aim was to be open-minded and let the field data speak. The tools that were used for data collection were qualitative, i.e., semi-structured interviews and qualitative email interviews in cross-section manner. The sample size consisted of global expansion veterans from the field or with senior roles in a global context and captured eight interviews and eight email interviews sourced across multiple countries, demographics and sectors.
The findings indicate that success in global B2B market expansion is grounded in social capital and interpersonal competences. Tapping into human nature for cooperation and socializing, B2B expansion strategies can be biased for success bias while simultaneously “bypassing” the common pitfalls within.