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An international new venture’s commercialization of a medical technology innovation: The role of institutional healthcare settings
Högskolan i Halmstad.
(English)In: International Marketing Review, ISSN 0265-1335Article in journal (Refereed) Submitted
Abstract [en]

Purpose: This paper explores how different cross-country institutional healthcare settings affect an international new venture’s selling strategies and internationalization processes when commercializing a medical technology innovation.

Design/methodology/approach: The study is based on a longitudinal indepth case study approach with a comparative healthcare analysis in Sweden, the United Kingdom, Germany and the United States.

Findings: An institutional framework helps elucidate the regulative, normative and cultural-cognitive dimensions in different healthcare settings. National markets differ when operating in a healthcare setting and thus affectboth sales patterns and the internationalization process. In this study, four different sales patterns emerged from the countries’ and even regions’ distinctive institutional differences. This complexity and diversity led to a focused and slow internationalization process, which contradicts the assumption of rapid internationalization proposed in international entrepreneurship literature.

Practical implications: Every nation has its own unique healthcare structure, indicating the importance of choosing markets that facilitate a swift uptake of a specific breakthrough innovation. It is a lengthy, complex and costly process to commercialize a breakthrough innovation in cross-country healthcare settings, especially if new behaviors and routines need to be created.

Originality/value: The paper contributes to international entrepreneurship literature by developing a contextualized internationalization model and by advancing six propositions related to the role of institutional healthcare settings and their impact on international new ventures’ sales patterns and internationalization processes.

Keyword [en]
International new ventures, International entrepreneurship, Process theory of internationalization, Institutional theories, Innovation, Healthcare settings
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hj:diva-26361OAI: oai:DiVA.org:hj-26361DiVA: diva2:806548
Available from: 2015-04-20 Created: 2015-04-20 Last updated: 2015-06-11
In thesis
1. The role of industry context for new venture internationalization: Evidence from the medical technology sector
Open this publication in new window or tab >>The role of industry context for new venture internationalization: Evidence from the medical technology sector
2015 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

The medical technology sector consists of numerous small niche markets. Approximately 95% are small and medium sized enterprises, many of which are start-ups that develop technological breakthroughs for the healthcare sector. The competition in this sector is highly global. In addition, firms that originate from countries with small home markets, like Sweden, are therefore often pushed to an early internationalization process while commercializing their product innovations. Although the potential demand for the medical technology innovation is global, institutions such as the regulation and financing of the healthcare sector are nation specific. Little is known about how the combination of specific industry context factors influence the internationalisation process in itself and its subsequent outcomes. The overall research purpose in this thesis is therefore to explore how and why the medical technology context influences new venture internationalization. I use a qualitative research method with two in-depth case studies from the medical technology sector to answer my purpose. My thesis contributes to the international entrepreneurship field in several ways. The overall contribution is to illustrate how our understanding of the internationalization process changes when we study a specific empirical context given certain particularities and distinctive factors. The most distinctive factor is that the medical technology sector is embedded in different socio-political systems across nations where the healthcare sector is a concern of each nation’s internal affairs. This means that each country and even regions within a country has its own distinctive regulative, normative and cultural-cognitive healthcare dimensions that affect both sales patterns and internationalization process. Operating in such abusiness-to-institution context leads to a complex sales process as well as a slow and focused internationalization process. The combination of industry particularities also affects the types of capabilities and networks that are critical during an international new venture’s early development. The results also show that various types of networks are needed besides business and social ones, such as scientific, institutional and opinion creating networks. In addition, the need for more specific financial, scientific and regulative capabilities is paramount to complement the technological, marketing and entrepreneurial capabilities.

Place, publisher, year, edition, pages
Jönköping: Jönköping International Business School, Jönköping University, 2015. 130 p.
Series
JIBS Dissertation Series, ISSN 1403-0470 ; 104
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-26365 (URN)978-91-86345-60-0 (ISBN)
Public defence
2015-04-24, B1014, Jönköping International Business School, Jönköping, 10:00 (English)
Opponent
Supervisors
Available from: 2015-05-05 Created: 2015-04-21 Last updated: 2015-05-05Bibliographically approved

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