Marketing and Entrepreneurship Content in Born Global Firms: An Entrepreneurial Marketing Approach to Modern Business Development

The study provides insight into a born-global entrepreneural marketing strategies necessary to exploit a global niche from the first day of its operations, it examines globally relevant entrepreneurial drivers that gives an entrepreneurship edge over competitors, even as entrepreneurship is shifting from domestic market approach to internationalized market approach. The study adopted a survey research design, with Dangote Group, Nestle Group, eBay and Alibaba Group of companies representing continents of Africa, Europe, America and Asia respectively as case studies. Sample size was drawn online from consumers, and data were analyzed using chi square. Findings revealed among others that, born global firms at start-ups have an edge over those with domestic mind-set management approach. And that innovative marketing and management skills (on time delivery, quality products/services) drive entrepreneurship development globally. From the findings, recommendations were drawn, among them; to fully tap the benefits accruing to born global entrepreneurships, born-global strategies like online presence, innovative marketing and management strategies should be built into entrepreneurships from start-ups, to fully maximize that firm’s marketing and management potentials.