Internationalization as process of value distribution through innovation : polyhedral diagnosis of a “born global” firm

Purpose: Technology applied to learning is blurring the traditional outlines of the relations between publishing and technology industries, moving the internationalization strategy away from a gradual perspective toward accelerated internationalization. This paper aims to provide a conceptual model of polyhedral diagnosis of market entry strategy (PODMES model) for “born global” firms involved in e-learning industries. Design/methodology/approach: The use of the case study methodology allowed apply PODMES model to a “born global” firm of the e-learning industry. Findings: Results confirm that “born global” firms in the e-learning industry can adopt behaviors contrary to those expected in the literature. These behaviors imply new entry patterns by creating new strategic partner–supplier–client–competitor relations that extend the traditional analysis of the internal value chain to a process of value distribution through product and technology alliances. Originality/value: This research provides two main contributions. First, an advance upon previous research into “born global” firms, through deep analysis of a case study that offers new findings regarding the phenomenon studied. It permits to align this research with previous analysis, following a strict case study methodology approach. Second, this study offers the application of a new methodology (PODMES model) that integrates the most relevant theories of internationalization (factorial dodecagon) within the five contingencies of entry market and the design of a strategic profile of internationalization.