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| Research on the Overseas Market Expansion Mechanism of Born Global Firms in Emerging Markets: A Case Study of Two Chinese High-Tech Enterprises |
| ZOU Likai,TANG Jifeng，LI Xinchun1 |
| 1.Sun Yat-sen University, Guangzhou, China; 2.Shantou University, Shantou, Guangdong, China |
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Abstract Based on the case study of two Chinese high-tech enterprises, this study analyzed how born global firms in emerging markets identify and develop international entrepreneurial opportunities to realize overseas market expansion. The results showed that: cases of enterprises could focus their limited resources on specific market segments for international opportunity identification and development through niche market focus strategies, including local technology areas and customer segmentation. In the face of market promotion of segmented customer market, it relies on localization promotion and rapid response of international cooperation to realize market development of host country. In particular, enterprises prefer product positioning rather than enterprise positioning to achieve niche marketing. In the product innovation focusing on the local technology field, the rapid product innovation iteration is very important. Enterprises tend to concentrate on the innovation resources of the home country rather than the host country to develop products, which takes advantage of R&D cost and human resources of home country to help R&D and product iteration in the field of specialized technology.
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Received: 07 December 2020
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