International new ventures’ use of networks to target globally released mobile applications

Abstract

In this paper, the study will deal with the theoretical basis of internationalization of New Ventures and the importance of networks to acquire the knowledge to develop mobile application products on a global level. It will weigh the different uses of networks for market entry for SMEs that have a lack of capital, both human and financial. The study will also look at mobile applications themselves and the business models they currently have as options to create their new ventures.

While many mobile app and technology companies look to globally release their mobile applications with the same approach without any change or localization, all consumers do not subscribe to the same buying tastes in every region. Taking into consideration buying patterns and regional differences, examination of the product positioning and applying this thought process to technology and how each company’s approach succeeded or failed.

In this paper, the focus will be examining several views: The idea of a globally released mobile application by a company, developed with the thought that the idea is so universal that it will succeed in every market, or the concept that even in the mobile application development area, that each “product” will need to be customized for certain markets for a more successful market entry.

Some other aspects of this paper will take a look at technology itself, both Mobile Applications and the Internet, as methods of market entry. With these technologies available to international new ventures, which do not have the financial capital to commit to internationalize.