International Business and Marketing Strategies

The key approach of the research group is value creation in international business with a focus on effective decision-making, innovative and sustainable strategies, and management in diverse, constantly changing environments. The main research areas and associated key topics are:

1. Internationalization and Globalization of Firms

• International entrepreneurship and internationalization of SMEs
• Business models and internationalisation
• International new ventures (INVs) and born globals (BGs)
• Global sustainable development trends and internationalisation
• International social entrepreneurship
• Internationalization and decision-making logic
• Digitalization of businesses and globalization pathways

2. Foreign Direct Investments

• Determinants and performance outcomes of foreign direct investment (FDI) ownership and establishment mode choice strategies
• Managing international joint ventures (IJVs) and performance
• Determinants and value creation potential of foreign divestment and divestment mode choice
• Drivers of re-locating FDI and subsequent firm value
• Sustainable operations of MNCs' subsidiaries in developing and emerging markets.

3. International Marketing Strategies

• International branding strategies and performance outcomes
• International entrepreneurial marketing and entrepreneurial branding
• Social media in a global world
• International marketing mix and standardization decisions and performance outcomes
• International advertising and cultural values
• International sustainable marketing and bottom-of-the pyramid (BOP) markets

The research areas converge in providing analysis and new knowledge about firm strategies and performance whether in terms of financial results, managerial evaluation of success, value creation for customers, or survival. Research is carried out using both quantitative and qualitative methods, and it is multidisciplinary in nature. The research group has published in several scientific journals and edited books in the field of International Business.

The group has an extended network of partners in international universities and within industry, and produces on average two doctoral dissertations every year. A key event for the group is the biennial Vaasa Conference on International Business, held for the 16th time in August 2021.

We are constantly looking for talented and driven individuals interested in the challenges and opportunities of International Business to join the group as doctoral students and partners. Please read about our research topics and group goals in these pages or contact us directly for more information.

The research group is headed by Professor Peter Gabrielsson.