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Fachartikel und Studien

Publikationen über internationales und interkulturelles Management

Price-Setting Strategies for Product Innovations in the Medtech Industry

This article analyses the research problem of price-setting strategies for product innovations in the medtech industry. It is based on the conceptual framework of price-setting practices, strategies, and models. A multiple case study research is then performed on six medical technology companies, focusing on how they set their initial product price for a new technology solution to either existing medical conditions or technology limitations. The research results show that medtech companies opt for competition-informed price practices and buy pricing models. The pricing strategies vary between skimming and market-based pricing strategies. Price innovations are limited due to regulation and financial considerations.

Lean Internationalisation of Born Global Firms

This study examines the internationalization of high-tech start-up firms (HSF) from small and open economies (SMOPEC). It explores how HSF may differ in their speed of internationalization relying on information collected via interviews with the CEOs or founders of 32 HSF that operate internationally. It uses a comparative cross-national multiple case study research design to answer the research questions. The findings provide the basis for developing propositions for further comparative analyses of the early and fast internationalization of HSF based in emerging and developed markets. The study contributes to the literature on networks, internationalization and international entrepreneurship.

How Lean Global Start-Ups select their Pricing Strategies, Practices and Models

This paper aims to understand how high-tech start-up firms in the sense of lean global start- ups develop their international pricing strategies, practices, and models. It aims to expand the study of international entrepreneurship by including a broader and deeper range of pricing aspects than is normally found in the international entrepreneurship and pricing literature. The paper opted for a multiple case-study research design using different sources of evidence, including four in-depth interviews with CEOs of lean global start-up firms. The case-study firms were selected using a purposive selection method. The theoretical framework of Ingenbleek, Frambach & Verhallen (2013) is used. The results suggest that successful leaders act as ‘integrating forces’ on two levels: by applying a structured and disciplined price-setting process with regular reviews and by mediating between corporate financial goals and the local market reality. The results support the claim that policy makers should offer insights, training and financial support to give promising lean global start-up firms the possibility to select the most efficient international pricing models and strategies. The results are relevant for entrepreneurs to understand the importance of efficient price-modelling processes and the influence of the different price strategies and price models on financial results and sales revenues.

Early and Fast Internationalisation of High-Tech Start-Up Firms

This paper analyses the research problem of the significance of early and fast internationalisation and how and why high-tech start-up firms (HSFs) from small and open economies (SMOPECs) differ in their internationalisation speed. For this purpose, the paper samples Switzerland as a developed economy and Paraguay as an emerging economy. This paper is based on the conceptual framework of the ‘born global firm’ (BGF) theory and the reviewed and updated Uppsala internationalisation process model.

International Pricing Strategies of High-Tech Start-up Firms

This paper aims to understand how high-tech start-up firms from small and open economies develop and optimise their international pricing strategies and models. The paper proposes modelling a pricing strategy process and outlining why and how leadership is important throughout the pricing process. The study aims to expand the study of international entrepreneurship and global firms by including a broader and deeper range of pricing aspects than is normally found in the international entrepreneurship and pricing literature.

Lean Internationalization: How to Globalize Early and Fast in a Small Economy

This study examines the early market internationalization of 32 high-tech startups that oper- ate internationally from small and open economies. It uses a comparative cross-national multiple case study research design to explore how such startups may differ in their speed of internationalization. Based on interviews with the founders, the speed of early market in- ternationalization in these startups increases significantly due to the application of lean market development processes. The findings provide a basis for developing propositions for further comparative studies focusing on the early and fast internationalization of high-tech startups based in emerging and developed markets. The study contributes to the literature on networks, internationalization, and international entrepreneurship.

Internationalisation of Born Global Firms

This article analyses the research problem of how and why born global firms (BGF) differ in their speed of internationalisation. It is based on the conceptual framework of the BGF theory and the Uppsala model. The research questions will be answered using a multiple case study research design with qualitative, in- depth, face-to-face, semi structured interviews of twenty subject matter experts (SME). The research results show that factors like the skills of the entrepreneur and the management team, their business networks, the business model of the BGF, the market entry mode, the successful implementation of a structured market development process, the uniqueness of the technology and the product portfolio, the availability of market opportunities, and the size of their home market influence the speed of internationalisation.

Zu wenig Beachtung für den Wachstumsmarkt Afrika

erschienen in KMU-Magazin Nr. 12, Dezember 2014

Für die Schweizer Wirtschaft ist der nächste Wachstumsmarkt Afrika tatsächlich ein vergessener Kontinent. Wie das Beispiel Kenias zeigt, gibt es jedoch durchaus Chancen für KMU, insbesondere aus dem Maschinen- und Anlagenbau.

von Michael Neubert

Afrika - der fast vergessene Kontinent

erschienen in KMU Rundschau 04 / 2014

Afrika ist auf den ersten Blick ein Kontinent der Katastrophenbilder. Ebola ist nur das aktuellste Stichwort. Die Bilder von Krieg und Zerstörung haben sich in unseren Köpfen festgesetzt. Kein anderer Kontinent wird in dieser Form über einen Kamm geschoren. Dabei lohnt sich eine differenzierte Sichtweise. Die ist aber in Europa kaum vorhanden. In das entstandene Vakuum sind in den letzten Jahren indische und chinesische Investoren gestossen. Hat die Schweizer Wirtschaft den Wettbewerb um den nächsten Wachstumsmarkt Afrika schon verloren?

von Michael Neubert

Staatskrise – und jetzt? Der Umgang mit Staatskrisen in Auslandsmärkten

erschienen in KMU Rundschau 03 / 2014

Auf der einen Seite profitieren KMUs gerade auch in der Schweiz, von der Globalisierung. Insbesondere Schwellen- länder, die in den letzten Jahren erstaunliche Wachstumszahlen ablieferten und spannende Märkte sind, da sie oft eine aufstrebende, gut ausgebildete und konsumfreudige Mittelschicht aufweisen können, haben Unternehmensver- antwortliche erfreut. Auf der anderen Seite gibt es in Staaten wie zum Beispiel den BRICS und MENA, aber nicht nur Konjunkturkrisen, sondern strukturelle Verwerfungen, die Unternehmenserfolge wie Schnee in der Sonne schmelzen lassen können.

von Michael Neubert

Das Werkzeug zum globalen Erfolg

erschienen in Die Macher Dezember 2013

Stellen Sie Sich vor, Sie spazieren über einen riesigen Markt. Von allen Seiten dringen laute, enthusiastische Stimmen der Standbesitzer an ihr Ohr: „Frische Fische, beste Qualität!“, „Äpfel und Birnen – so billig wie noch nie!“, „Exotische Fleischsorten – staunen Sie, kosten Sie!“. Unzählige Düfte, verschiedenste Farben und Eindrücke verführen Sie. Und nun stellen Sie sich vor, dieser Markt sei der Weltmarkt. China lockt mit günstigen Arbeitskräften, Russland macht auf Energieförderungen und niedrige Pacht aufmerksam. Die Vereinigten Arabischen Emirate stellen ihr hohes Wirtschaftswachstum ins Rampenlicht.

Interview mit Michael Neubert

CEO Interview mit Michael Neubert

erschienen in Moneycab am 26. Oktober 2013

Helmuth Fuchs, CEO und Eigentümer von Moneycab interviewt Michael Neubert zur Internationalisierung von Unternehmen.

Von lokalen EU-Absatzmärkten zu globalen Wachstumsmärkten

erschienen in KMU Magazin Nr. 3, März 2013

KMU in Europa haben die Länderrisiken der einzelnen EU-Mitgliedsländer unterschätzt und leiden heute unter den Auswirkungen der Staatsschuldenkrise. Nur eine konsequente Neuausrichtung der Auslandsstrategie führt zurück in die Erfolgsspur.

von Michael Neubert

Financing Sources, Networking and Innovative Management of the Entrepreneurs in the Implementation of Strategies. Internationalization of Ict Software Developing Companies in Paraguay

Laura Ramirez Pistilli (Author), Michael Neubert (Supervisor)

ABSTRACT The goal of this study is to analyze the innovative management of the entrepreneur,  networking and sources of financing in the implementation of strategies for the  internationalization of ICT companies that develop software in Paraguay. The objectives of this work are to characterize the entrepreneur in his vision and  training for innovation in the internationalization of the companies studied; know if the  entrepreneur experience in business management is considered important to achieve  success; identify networking as an influential factor in the internationalization mechanisms of the companies studied; evaluate the importance of funding sources in the internationalization of the companies studied. The data was collected from interviews with the managers or entrepreneurs participating or not of the internationalization processes of each firm. The results show that although there is an early export tendency as well as a gradual  internationalization, which are analyzed by the Models of Born Global Firms and Uppsala, the software development companies in Paraguay do not have an organized and pre-meditated plan or method of internationalization. This is how it was possible to find and affirm the important role of the entrepreneur in  terms of his vision and preparation as well as having a network of contacts or established partners.

Eintrittsstrategien von Technologieunternehmen in die Märkte Südamerikas am Beispiel von Statforce

Sandra Harder (Author), Michael Neubert (Supervisor)

Abstract

Purpose: The following Bachelor Thesis examines the market entry strategies of technology companies in the South American markets. The objective of the research is that TC should receive important information about the development of market entry strategies, especially when they enter South American markets.

Design/methodology/approach: The research question is answered by a "single case study" research design. In addition to an online and literary research for the collection of current market entry strategies of comparable companies, potential customers, partners, and employees are interviewed using qualitative expert interviews and/or with a semi-standardized questionnaire. The Uppsala Internationalization Process Model and the market entry process company2newmarket® are used as a theory.

Findings: The research results show that a structured market entry process can reduce the risk of internationalization projects. In most cases, the entry form export is first recommended to gain experience in a market. Market growth strategies such as acquisitions, joint ventures or own subsidiaries are used with increasing market success and better market knowledge (for example, networking).

Research/practical implications: The impact on practice, application and consequences have been identified. The results will support scientists, investors, founders and managers in order to identify the respective success factors for successful internationalization.

Originality/value: The results of this qualitative research contribute to the research field of international entrepreneurship, to help scientists gain new approaches to researching the market entry strategies of innovative technology companies.

Die BRIC-Staaten locken

erschienen in KMU Rundschau 01 / 2013

KMU in Europa haben die Länderrisiken insbesondere der südlichen EU-Mitgliedsländer unterschätzt und leiden heute unter den Auswirkungen der Staatsschuldenkrise. Nur eine konsequente Neuausrichtung der Auslandsstrategie, die über den Tellerrand der EU hinaus reicht, führt zurück in die Erfolgsspur. Entscheidend ist dabei eine professionelle Umsetzung mit bewährten Methoden, um nachhaltig neue Kunden in neuen internationalen Märkten mit vertretbaren Risiken und kontrolliertem Einsatz finanzieller und personeller Ressourcen zu gewinnen.

von Michael Neubert

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