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The Effects of Entrepreneurial Marketing Strategies on the Long-Term Competitive Sustenance of Born Global Firms: Examples from the Indian Knowledge-Intensive Services Industry

Entrepreneurship in International Marketing

ISBN: 978-1-78441-448-1, eISBN: 978-1-78441-447-4

Publication date: 31 January 2015

Abstract

The aim of this study is to examine how knowledge-intensive born global firms operating in international markets develop and maintain long-term relationships with their customers that insure their continued growth beyond the initial stage of internationalization. The study adopts a case study approach, focusing on two Indian born global firms operating with the knowledge-based services sector. The study shows that getting to know the customer intimately helps firms to retain customers over long periods of time. Customer-relationship management strategy is in line with the entrepreneurial orientation of the firms under consideration.

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Acknowledgements

Acknowledgment

Authors would like to thank the editors and two anonymous reviewers of this paper for their constructive feedback. Earlier versions of the this paper was presented at AIB-SE 2011, EMFC:3I, JIBS PDW 2012, and SYSBS 2013 Symposium.

Citation

Kumar, N. and Yakhlef, A. (2015), "The Effects of Entrepreneurial Marketing Strategies on the Long-Term Competitive Sustenance of Born Global Firms: Examples from the Indian Knowledge-Intensive Services Industry", Entrepreneurship in International Marketing (Advances in International Marketing, Vol. 25), Emerald Group Publishing Limited, Leeds, pp. 45-72. https://doi.org/10.1108/S1474-797920140000025003

Publisher

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Emerald Group Publishing Limited