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Exportstrategien von Born Global Firms

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Außenhandel

Zusammenfassung

Implizit liegt der Exportliteratur zumeist die Auffassung einer im nationalen Kontext seit vielen Jahren etablierten Unternehmung zu Grunde, die in einer späteren Phase ihrer Entwicklung damit beginnt, Teile ihrer Produktion im Ausland abzusetzen (Welge/Holtbrügge 2003, S. 51ff.). In jüngster Zeit sind jedoch verstärkt Unternehmungen zu beobachten, die unmittelbar mit oder kurz nach ihrer Gründung bereits Exportaktivitäten aufweisen, die nicht selten einen Großteil des Umsatzes ausmachen. Die Gründe für das Auftreten solcher Born Global Firms (BGFs) können vielfältig sein, so etwa das begrenzte Absatzpotenzial des Heimatmarktes bei Nischenanbietern, weltweit tätige Kunden oder die internationale Ausrichtung der Unternehmungsgründer. Ähnlich vielschichtig sind die Implikationen, die sich aus einer schnellen Internationalisierung für die Exportstrategie ergeben. So können schnell internationalisierende Unternehmungen nicht erst ausführliche Erfahrungen auf dem Heimatmarkt sammeln, bevor sie sich zum Markteintritt in andere Länder entschließen. Auch die Marktwahl ist zumeist bereits durch vorgelagerte Entscheidungen determiniert.

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Authors and Affiliations

  1. Friedrich-Alexander-Universität Erlangen-Nürnberg, Deutschland

    Univ.-Professor Dr. Dirk Holtbrügge (Inhaber des Lehrstuhls für Internationales Management) & Dipl.-Kff. Birgit Enßlinger (Wissenschaftliche Mitarbeiterin am Lehrstuhls für Internationales Management)

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  1. Univ.-Professor Dr. Dirk Holtbrügge
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  2. Dipl.-Kff. Birgit Enßlinger
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Editors and Affiliations

  1. Instituts für Handel & Internationales Marketing (H.I.Ma.), Universität des Saarlandes, Saarbrücken, Deutschland

    Joachim Zentes (Direktor), Dirk Morschett (Wissenschaftlicher Assistent und Habilitand) & Hanna Schramm-Klein (Wissenschaftliche Assistentin und Habilitandin) (Direktor),  (Wissenschaftlicher Assistent und Habilitand) &  (Wissenschaftliche Assistentin und Habilitandin)

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© 2004 Betriebswirtschaftlicher Verlag Dr. Th. Gabler/GWV Fachverlage GmbH, Wiesbaden

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Holtbrügge, D., Enßlinger, B. (2004). Exportstrategien von Born Global Firms. In: Zentes, J., Morschett, D., Schramm-Klein, H. (eds) Außenhandel. Gabler Verlag. https://doi.org/10.1007/978-3-322-89036-8_18

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  • DOI: https://doi.org/10.1007/978-3-322-89036-8_18

  • Publisher Name: Gabler Verlag

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