Strategic plan for a born global firm and the contribution of network relationships in the process of internationalization: Attentive

Abstract

The present Master thesis is introduced upon the form of a Strategic Plan, which is intended to express the commercial viability of the internationalization of a born global firm in the United States. Therefore, Attentive is a startup that has the ambition to make a relevant impact in the Software-as-a-Service applications for business to business market. In order to achieve the main objective of this dissertation, it is carried out the internal analysis of the company, external and competitive market. As well as a secondary source for the accomplishment of this same dissertation was used the literature review, based on different approaches regarding networking relationships, the advantages and challenges of born globals to compete with mature companies in foreign markets in a deductive and inductive perspective have been developed by different authors. In terms of the functional presentation of the Strategic plan, during this thesis it will be explored the characterization of the sector, the choice of the new physical location and the establishment of the marketing mix components. Furthermore and to conclude this dissertation, the final chapter is going to be an evaluation of the impact of strategic control and Scoreboard card to make this plan the most complete possible.