Applicability of Decision-Oriented Approach in Global Marketing Strategy to Technology Born-Globals

This thesis' purpose is to prove whether the decision-oriented approach in global marketing strategy is applicable to technology born globals or not. To reach this purpose the author (1) showed the differences between traditional internationalization theories and born-globals and the reasons why this phenomenon challenges these theories; (2) described an evolutionary process of global marketing strategy, to point out the key phases, triggers and levers within the evolution; (3) explain the decision-oriented approach in global marketing, to identify the main decisions, that should be made at each phase of the global marketing strategy; (4) show how this framework could or could not be applied to a tech born-global in case of Russian biotechnology startup - Scanderm Pro. The results of the research demonstrated that the decision-oriented approach can be applied to born-globals, but with some improvements and developments for them.