Retailers are currently facing an ultra-competitive environment as consumers are foregoing 'brick-and-mortar' stores in favor of shopping online, taking advantage of discounts offered by Internet retailers. Retailers, in turn, are continually exploring how to increase patronage and spending in...

Born-Global firms, a newly emerging organizational form targeting international markets as a primary source of business from their inception, have innovativeness, requiring an intimate knowledge of their customer, as a primary feature. This study explores how a Born-Global's customer orientation...