Carl Arthur Solberg is a Professor of International Marketing and an Associate Dean of Master of Science program in International Marketing and Management at BI Norwegian School of Management.
Professor Solberg has done research and published extensively on the subject of international marketing and management in international refereed journals, such as Management International Review, International Business Review, Journal of International Marketing, International Journal of Information Management, and Advances in International Marketing.
Professor Solberg is ranked as one of the "Most prolific authors in the six leading international business journals (1996-2006)" in a study published in Asia Pacific Journal of Management in 2007. He recently won The International Marketing Award for best research paper presented at the European International Business Academys (EIBA) Annual Conference, 13-15 December 2007.
Professor Carl Arthur Solberg holds a doctoral degree (PhD) in international management from University of Strathclyde, Glasgow (Scotland) and a Licencié dès Sciences Economiques from University of Neuchâtel (Switzerland).
Speed of internationalization may refer to how early a new venture goes abroad as well as how fast it expands its activities post-entry. The present paper incorporates both aspects and analyzes to what extent several dimensions of speed influence the ability of new ventures to survive in export markets. Based upon extant theories, two perspectives are deduced – a Learning perspective and a Resource perspective – leading to partly contrasting hypotheses. The hypotheses are tested based upon a unique data set consisting of all new ventures established in Norway a specific year that started to export goods in the following nine years. Among the findings are that survival rates increase when ventures go international immediately after inception and when they expand rapidly into new countries rather than focusing on expanding their export share in a limited number of markets, thus lending support to the Resource perspective.
Purpose
This paper aims to explore different strategic avenues in international markets. In particular, the authors investigate the role of four marketing tactics – marketing network, domestic network, standardization/adaptation and positioning. The authors aim at identifying optimal use of these strategic vehicles to achieve firm performance.
Design/methodology/approach
The authors construct a database of 132 Norwegian exporters and identify, through cluster analysis, three different categories of firms. They use multi-group analysis to explore strategy–performance pattern in each group.
Findings
All four strategic levers impact positively on the performance, but only two of them (marketing networks and positioning) with major impact. Standardization and domestic networks play a minor role. Based on these strategic levers, the authors identify three strategic groups (opportunists, networks seekers and global marketers) with different optimal export strategy patterns. The authors argue that these groups represent firms in different stages, epitomizing a learning process in three stages.
Research limitations/implications
A broader perspective of strategy variables should be included to get a more complete picture of the “optimal” model for different groups of exporters. Other marketing mix factors and the firm’s stance toward governance in international markets (operation modes) should therefore be included in the repertoire of strategy drivers determining group membership and to analyse their pattern.
Practical implications
Opportunists are advised to focus on positioning through domestic network relations; network seekers should concentrate on building marketing networks. Global marketers may carry out standardization strategies – preferably in collaboration with their marketing partners in export markets. For the two other groups, there is no evidence that speak in favour of such approach, nor for its counterpart, adaptation. For export promotion agencies, the authors suggest enhanced support to establish network partners.
Originality/value
The authors introduce strategic levers not yet explored in the export literature. Furthermore, they use a contingency causal approach to explain differences in strategy development (in international markets) and the link with performance.
Gripsrud, Geir; Hunneman, Auke & Solberg, Carl Arthur (2015)
Where and When?A Longitudinal Study of Export Behavior of New Ventures
This study addresses the roles of the board of directors and explores potential tensions between the different stakeholders over the life cycle of the Born Global. More specifically, we posit that tensions arising from different interests between the founder and professional investors make the BG particularly vulnerable to faulty processes within the board.
These issues are explored in four Norwegian BGs with different risk profiles. We find that 1) conflicts are much more rife in fast growing BGs with external investors; 2) family and friends of the founder represent “patient capital”; 3) agency problems are less prevalent than in “ordinary firms” and 4) board members without concrete knowledge of the business of the BG firm are prone to play a lesser role in the strategic decision making process.
Implications for research and management are discussed.
Solberg, Carl Arthur (2012)
Suksess med eksport
, s. 34- 35.
Solberg, Carl Arthur (2012)
Medisin mot lokale småkonger
, s. 30- 31.
Solberg, Carl Arthur (2011)
Strategies that work
, s. 28- 29.
Solberg, Carl Arthur & Olsson, Ulf H. (2010)
Management orientation and export performance: the case of Norwegian ICT companies
Moving out of the country: An exploratory study of the impact of country, cluster and firm related factors
Nes, Erik B.; Solberg, Carl Arthur & Silkoset, Ragnhild (2007)
The impact of national culture and communication on exporter-distributor relations and on export performance
16(4) , s. 405- 424.
Gripsrud, Geir; Solberg, Carl Arthur & Ulvnes, Arne Morten (2006)
The effect of information collection behavior on market performance: The role of partner relationships
(16) , s. 135- 157.
Solberg, Carl Arthur (2006)
Exporter Governance of Integrated and Independent Marketing Channel Members in International Markets: Moderating Effects of Stage of Relationships and Operation Mode
16, s. 341- 358.
Solberg, Carl Arthur & Durrieu, Francois (2006)
Access to networks and commitment to internationalisation as precursors to marketing strategies in international markets
46(1) , s. 57- 83.
Solberg, Carl Arthur; Stottinger, B. & Yaprak, A. (2006)
A taxonomy of the pricing practices of exporting firms: Evidence from Austria, Norway, and the United States
14(1) , s. 23- 48.
In this qualitative study, the authors offer a framework through which they examine the information use, strategic approach, and managerial control behavior in the export pricing practices of 24 firms based in Austria, Norway, and the United States. They offer propositions about export pricing behavior and suggestions for empirical research in the field.
Solberg, Carl Arthur (2006)
Relational drivers, controls and relationship quality in exporter-foreign middleman relations
16, s. 81- 106.
Solberg, Carl Arthur & Askeland, Vidar (2006)
The Relevance of Internationalisation Theories: A Contingency Framework Approach
, s. 9- 32.
Solberg, Carl Arthur (2006)
Market information and the role of networks in international markets
, s. 21- 43.
Solberg, Carl Arthur (2002)
The Perennial Issue of Adaptation or Standardization of International Marketing Communication: Organizational Contingencies and Performance
10(3) , s. 1- 21.
Solberg, Carl Arthur & Nes, Erik B. (2002)
Exporter Trust, Commitment and Marketing Control in Integrated and Independent Export Channels
11, s. 385- 405.
Solberg, Carl Arthur (2000)
Standardation or Adaptation: the Role of the Local Subsidary/Representative
(1)
Solberg, Carl Arthur (1999)
Internasjonal markedsføring
Solberg, Carl A.; Glimstedt, Henrik & Lange, Even (1998)
Utfordringer i globale markeder: Fra lokale småkonger til globale føderasjoner
Solberg, Carl A. (1998)
Globalisering og Norges konkurranseevne
1(4)
Solberg, Carl A. (1998)
Internasjonal markedsføring
Solberg, Carl A. (1998)
Inngangsstrategier i globaliserende markeder
Benito, Gabriel R G; Solberg, Carl Arthur & Welch, Lawrence S (1993)
An exploration of the information behaviour of Norwegian exporters
13(4) , s. 274- 286.
Gripsrud, Geir; Hunneman, Auke & Solberg, Carl Arthur (2015)
Revisiting Uppsala through the lenses of new ventures: A longitudinal study of Norwegian firms
[Conference Lecture]. Event
Gripsrud, Geir; Hunneman, Auke & Solberg, Carl Arthur (2015)
Comparing 'born globals' and other exporting firms: A longitudinal study
[Conference Lecture]. Event
Solberg, Carl Arthur; Gripsrud, Geir & Hunneman, Auke (2014)
Kartlegging og analyse av eksportmønstre og -strategier. Sluttrapport til Innovasjon Norge, Februar 2014
[Report Research].
Solberg, Carl Arthur; Gripsrud, Geir & Hunneman, Auke (2014)
Redefining Born Globals? A cohort analysis of Norwegian Born Globals
[Conference Lecture]. Event
Solberg, Carl Arthur; Lanseng, Even J. & Tryggeset, Marit Owe (2014)
Challenging the market orientation construct: the role of data processing and market insight
[Conference Lecture]. Event
Solberg, Carl Arthur & Durrieu, Francois (2012)
The impact of globalisation drivers on strategy-performance relationships in international markets
[Conference Lecture]. Event
Solberg, Carl Arthur & Durrieu, Francois (2012)
The impact of globalisation drivers on strategy-performance relationships in international markets
[Conference Lecture]. Event
This paper investigates the moderating impact of globalisation on the effectiveness of strategies on strategic and financial aspects of performance. In a survey of 378 companies from Singapore, Norway and Germany we find that globalisation drivers have an impact on the effects of strategic choices on both market position and financial performance. Some effects are indirect through other strategies. We find among other things that market position defined as strategic position and increased international competitiveness plays a pivotal role in markets strongly affected by globalisation drivers, whereas its role is less evident in multi-local markets.
Solberg, Carl Arthur & Durrieu, Francois (2009)
Exploring the role of nationality in strategy formulation in international markets: A study of German, Norwegian and Singaporean firms
[Conference Lecture]. Event
Solberg, Carl Arthur (2009)
Role of nationality in strategy formulation in international markets: An exploratory study of German, Norwegian and Singaporean firms
[Conference Lecture]. Event
Solberg, Carl Arthur & Bretteville, Trine (2009)
Inside the board room of Born Globals
[Conference Lecture]. Event
Solberg, Carl Arthur & Lien, Ole Helge (2008)
Globalisering av banknæringen: effekter for norske banker og den norske banknæringen
[Report Research].
Solberg, Carl Arthur (2008)
High tech and Low tech Born Globals: Are they any different?
[Conference Lecture]. Event
Solberg, Carl Arthur (2004)
Advertising in international markets: A framework for classification and analysis
[Conference Lecture]. Event
Solberg, Carl Arthur & Durrieu, Francois (2004)
Access to networks and commitment to internationalisationas precursors to marketing strategies in international markets
[Conference Lecture]. Event
Solberg, Carl Arthur (2004)
Moving out of the country: an exploratory study of the impact of national, cluster and firm related factors
[Conference Lecture]. Event
Solberg, Carl Arthur (2003)
Informasjonsadferd og internasjonalisering
[Report Research].
Formålet med studien er å identifisere og analysere kritiske faktorer som i eksportør - partnerkjeden påvirker eksportørens resultater i markedet. Spesiell vekt er lagt på den rolle som markedspartneren spiller i informasjonsinnsamlingen. Informasjon kan deles inn i mange ulike kategorier. Vi har i deler av vårt arbeide delt inn informasjon i to: informasjon for markedsbeslutninger og -informasjon for kontroll av partneren. Konseptuelt sett er dette distinkte begreper; likevel er de ofte vanskelig å skille fra hverandre fordi selve informasjons-innhentingen ofte skjer gjennom uformelle kanaler med flere formål for øyet (Benito et al 1993). Mens det er forsket en hel del rundt informasjonsadferd i eksportbedrifter (Walters 1983; Benito et al 1993; Koh et al 1993; McAuley 1993; Hart et al 1994; Diamantopoulos og Souchon 1996, 1997), er det i liten grad satt fokus på den rolle som eksportørens partner spiller i denne forbindelse. Vi har sett at partneren I denne rapporten bruker vi begrepet partner som et samlebegrep for lokale salgs- og markedsføringsrepresentanter i internasjonale markeder, det være seg agent, distributør, eget salgskontor etc. er en av hovedkildene til markedsinformasjon for (norske) eksportører (Benito et al 1993). Det er imidlertid uklart hvilke effekter denne informasjonen har på eksportøren i forhold til informasjon fra andre kilder (sekundærdata, markedsanalyser, kilder fra andre nettverkspartnere). For å belyse disse spørsmålene har vi tatt utgangspunkt i fem teoretiske litteraturstrenger: internasjonalisering, markedsorientering, nettverksteori og transaksjonskostnadsteori og prinsipal/agentteori.
Nes, Erik B. & Solberg, Carl Arthur (2002)
Exporter-distributor relations and the effects on performance
[Conference Lecture]. Event
Nes, Erik B. & Solberg, Carl Arthur (2002)
Precursors of commitment and trust in exporter-distributor relations and the effects on export performance
[Conference Lecture]. Event
Gripsrud, Geir; Solberg, Carl Arthur & Ulvnes, Arne Morten (2001)
Exporters information collection behavior: An Exploratory Study
[Conference Lecture]. Event
Solberg, Carl Arthur & Nes, Erik (2001)
Commitment and Trust in International Marketing Relations
[Conference Lecture]. Event
Gripsrud, Geir; Solberg, Carl Arthur & Ulvnes, Arne Morten (2001)
Exporters Information Collection Behavior and Performance: The Role of Trust and Experience
[Conference Lecture]. Event
Gripsrud, Geir; Solberg, Carl Arthur & Ulvnes, Arne Morten (2001)
Information Collection Behavior and Performance in Export Channels
[Conference Lecture]. Event
Solberg, Carl Arthur & Olsson, Ulf H. (2001)
Export Performance and Management Orientation, The Case of Norwegian IT Exporters
[Conference Lecture]. Event
Solberg, Carl Arthur (2001)
Kultex – Export of culture products from Norway
[Conference Lecture]. Event
Solberg, Carl Arthur (2000)
Modes of Exporter Governance of Sales Subsidiaries and Distributors in International Markets
[Report Research].
Solberg, Carl Arthur & Nes, Erik B. (2000)
Exporter trust, commitment and marketing control in integrated and independent export channels
[Report Research].
Solberg, Carl Arthur (1999)
Handelsnæringens internasjonalisering
[Report Research].
Nes, Erik Bertin & Solberg, Carl Arthur (1999)
Commitment and Trust in International Markting Relations
