Morten Gavlen

Morten Gavlen

Oslo, Oslo, Norge
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Publikasjoner

  • Internationalization of small, computer software firms: Entry forms and market selection

    European Journal of Marketing, Vol. 38 Iss 9/10, pp. 1236 - 1251

    Internationalization has often been described as a gradual development, in terms of involvement and entry forms, in which firms are expected to target gradually more distant markets. This study focuses on the entry forms and market selection of five small Norwegian computer software firms. The findings suggest that the firm's network relationships are determinant with regard to which foreign entry forms they choose and to some extent, which markets they decide to enter. Whereas terms such as…

    Internationalization has often been described as a gradual development, in terms of involvement and entry forms, in which firms are expected to target gradually more distant markets. This study focuses on the entry forms and market selection of five small Norwegian computer software firms. The findings suggest that the firm's network relationships are determinant with regard to which foreign entry forms they choose and to some extent, which markets they decide to enter. Whereas terms such as agent, distributor, licensee, and foreign subsidiary might have clear distinguishing power when physical products are concerned, the picture is far more complex when it comes to software. The firms in the study generally refer to their international partners as agents or distributors or both. When examined more closely a complex pattern of business solutions are encompassed by these terms. It seems also evident that the firms in the study are not concerned with such a distinction but look for competency, solidity and the ability to generate sales when searching for international partners. There seems to be a limited correlation between the firms’ international experience and their foreign entry form and market selection. The firm may choose one entry form in one market and a different one in another similar market, depending very much upon the options available in terms of their network relationships. Some key challenges for the managers of a software company will be to balance the allocation of resources between expanding the network through the current relationships and to focus on establishing new relationships and customers. This study's results illustrate the increasingly complex relationship between firms across national borders.

    Keywords:
    Computer software, Export markets, International business, Market entry, Strategy, Competitive analysis, Small to medium-sized enterprises

    Other authors
    • Øystein Moen
    • Iver Endresen
    See publication

  • Use of the Internet in International Marketing: A Case Study of Small Computer Software Firms

    Journal of International Marketing, Vol.11 Iss.4, pp. 129-149

    This study focuses on how small exporting firms use the Internet in their international marketing activities. The authors conducted six case studies of software firms. The software sector has several notable features: It is one of the world’s fastest-growing industries, its products can be distributed electronically, and software companies are “Internet literate.” This study’s findings suggest that most firms use the Internet to search for information about customers, distributors, and…

    This study focuses on how small exporting firms use the Internet in their international marketing activities. The authors conducted six case studies of software firms. The software sector has several notable features: It is one of the world’s fastest-growing industries, its products can be distributed electronically, and software companies are “Internet literate.” This study’s findings suggest that most firms use the Internet to search for information about customers, distributors, and partners. The Internet does not replace personal sales; most firms reported a rather complex purchasing process and an extensive need for communication with customers before the purchase decision. The authors found standardized products to be most suited for Internet-based sales; however, standardization reduced firms’ competitive advantage and profit margins. Software firms’ most significant use of the Internet was for postsales service and support activities; these activities both generated revenue and improved customer relations. Partnership agreements with well-known firms, positive product reviews, and image building through the Internet were important to most firms in order to reduce the uncertainty that potential customers often experience when unknown suppliers offer unfamiliar products. The authors also discuss implications for managers in industrial sectors other than software.

    Keywords:
    Internet marketing, software firms, standardization, image building, partnerships, competitive advantage

    See publication

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