Análisis económico del Proceso de agua potable

managing founder does everything by himself aside from logistics. He occupies himself with operational activities such as packaging, SEO, supply management or customer service. Instead of being distracted with those operational activities that render low revenue he wants to focus on his passion of finding and managing new products on an

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international scale. Those strategic activities yield higher revenue. At the moment the founder is searching for an investor or partner who can support him. All new revenues are directly re-invested into the firm as capital buffer and as a pool to purchase new seats, warranting the supply. Concluding, all ideas of Freeman (2006) were corroborated. Firstly, ISM supplies to global customers to achieve a certain level of economies-of-scale. Secondly, ISM lacks financial resources to build a offline distribution network, hence the online strategy is appropriate. Furthermore, ISM it is difficult for ISM to find reliable business partners. If the established supply source is unable to furnish new seats, it is complicated to find a new reliable source. In addition, it takes time to learn how a sound customer service looks like in the host country. Thirdly, ISM has strained resources regarding the manpower and finances in general. Risky activities such as expanding into France, Britain or Russia are avoided to streamline the management of the key markets at the moment. The founder reckons that the deficiency of financial resources is primarily constraining the international growth of ISM.

 Recommendation: A Born-Global manager is advised to make a sound financial plan before getting engaged into international activities. A firm can use coping strategies to buffer against resource shortages. Networking is the most important one, because it creates synergies and therefore value for all stakeholders.

5.3.4. Key success factors a of Born Globals

Our theoretical investigation resulted in four key success factors that boost superior performance (Dimitratos, 2003 and Knight, 2004).Firstly, the founder/top management need to have a drive for global growth. This goes not for ISM right now, because after two years of mismanagement ISM refocuses on its key markets, being Germany, France, Italy and Austria. Secondly, a firm must possess sufficient human and financial resource to buffer against strains and to finance the international growth. As it was described above, ISM lacks both resources. Freeman (2006) recommends the use of five coping strategies to bridge the resource disadvantages. ISM uses four of those five strategies as they are presented in table.

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Coping strategy Applied to ISM

Extensive Personal networks contacts/ Collaborative partnership with large foreign customers and supplier:

Networking with customers via the internet or via trade fairs and the intense collaboration with the inventor and suppliers are essential for ISM to raise its product awareness on the one side and to secure the supply of new seats. The touch- and-feel centres are an example for of an extensive collaborative partnership with the customers.

Use of advanced technology A e-merchant need a reliable IT-infrastructure, providing up-to-date information concerning the products and the availability. ISM uses Shopfactory as operating system, SEO by GoogleAds as marketing tool. The logstic software and infrastructure is provided by GLS (parcel service).

Client follower-ship strategy Not applicable to ISM

Use ofmultiple modes of entry ISM uses hybrid strategy concerning the mode of entry. It uses a multichannel approach entering the key target markets.

Table 7: Coping strategies to bridge resource deficiencies

Source: created for this research

Thirdly, the managers/founders of the firm should be competent in networking. This is true for ISM as it uses the extensive personal network of the founder. At the beginning, ISM uses this network to screen for new products or brands for its brand portfolio. The source can either be inventions from the US parent holding or personal contacts acquired on trade fairs like Eurobike. Afterwards the quest for a reliable supplier starts. Furthermore, the contact with customers can enrich the network, when they start promoting the sale of ISM seats by mouth-to-mouth marketing. This intensive collaboration with the customer can result in the launch of a touch-and-feel centre.

Lastly, a firm should service high-quality products in an upmarket niche segment. Primarily small firms are very good in servicing niches, because “these small firms possess the flexibility to easily localise their strategies and offer customised offerings across international markets” (Dimitratos, 2003, p.169).Knight (2004) favours to market high- quality products, using a niche strategy. This has several advantages: Firstly, a firm avoids competition. Secondly, a unique product can lead to differentiation. Thirdly, customers reward superior quality with loyalty. Those products have a USP: the unique design concept. ISM provides high-end quality bike seats for its discerning clientele of professional and amateurs. Both respondents agreed on the use of the niche strategy in connection with brand management. ISM trades niche products with established brand names. By using a niche strategy, it is easier to raise awareness for the ISM brand and to

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persuade the customer of the high quality and performance of the product. The niche strategy is optimal for a small (online) firm to yield higher revenue at a lower sale volume. Contrarily, a mass-market strategy is suitable for a medium-sized firm to cover the higher (indirect) costs. In case of mass-market products, there is too much price competition. Moreover, a customer-focus is also a crucial KSF (Knight, 2004). ISM offers a superior customer focus, because ISM provides an intensive consultation process, sponsoring and trial periods for its customers. The professional and amateur riders are discerning, knowledgeable customers that demand such a high service.

Concluding, ISM halted its plans for international growth, lacking financial and human capital. To bridge the resource deficiency, ISM uses four out of five coping strategies. Moreover, ISM is competent in networking, uses a niche strategy for its reputable brands and has a high customer-focus.

 Recommendation: A Born-Global should analyse its KSF, lack of resources and coping strategies to safeguard its long-term survival.