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
Ghauri, Pervez & Kirpalani, V.H.Manek (red.). Handbook of Research on International Entrepreneurship Strategy
Gripsrud, Geir; Hunneman, Auke & Solberg, Carl Arthur (2015)
Revisiting Uppsala through the Lenses of New Ventures: A Longitudinal Study of Norwegian Firms
Advances in International Marketing, 26, s. 1- 14.
Solberg, Carl Arthur & Durrieu, Francois (2014)
The impact of globalization drivers on strategy–performance relationships in international markets
Julian, Craig C (red.). Research Handbook on Export Marketing
Solberg, Carl Arthur (2014)
International branding: A framework for classification and analysis
International Journal of Entrepreneurship and Small Business (IJESB), 15(2), s. 154- 170. Doi: 10.1504/IJESB.2012.045202
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 & 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
Gabriel Benito and Rajneesh Narula (eds), Multinationals on the Periphery
Nes, Erik B.; Solberg, Carl Arthur & Silkoset, Ragnhild (2007)
The impact of national culture and communication on exporter-distributor relations and on export performance
International Business Review, 16(4), s. 405- 424.
Solberg, Carl Arthur & Askeland, Vidar (2006)
The Relevance of Internationalisation Theories: A Contingency Framework Approach
Fai, Felicia and Eleanor Morgan (eds), Managerial Issues in IB
Solberg, Carl Arthur (2006)
Market information and the role of networks in international markets
Frank Asche (ed), Primary industries facing global markets: The supply chains and markets for Norwegian food
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
Advances in International Marketing, 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
Management International Review (MIR), 46(1), s. 57- 83.
Solberg, Carl Arthur (2006)
Relational drivers, controls and relationship quality in exporter-foreign middleman relations
Advances in International Marketing, 16, s. 81- 106.
Gripsrud, Geir; Solberg, Carl Arthur & Ulvnes, Arne Morten (2006)
The effect of information collection behavior on market performance: The role of partner relationships
Advances in International Marketing, s. 135- 157.
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
Journal of International Marketing, 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 (2002)
The Perennial Issue of Adaptation or Standardization of International Marketing Communication: Organizational Contingencies and Performance
Journal of International Marketing, 10(3), s. 1- 21.
Solberg, Carl Arthur & Nes, Erik B. (2002)
Exporter Trust, Commitment and Marketing Control in Integrated and Independent Export Channels
International Business Review, 11, s. 385- 405.
Solberg, Carl Arthur (2000)
Standardation or Adaptation: the Role of the Local Subsidary/Representative
Journal of International Marketing
Solberg, Carl A.; Glimstedt, Henrik & Lange, Even (1998)
Utfordringer i globale markeder: Fra lokale småkonger til globale føderasjoner
Globalisering - drivkrefter og konsekvenser
Solberg, Carl A. (1998)
Inngangsstrategier i globaliserende markeder
Praktisk økonomi og ledelse
Solberg, Carl A. (1998)
Globalisering og Norges konkurranseevne
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Solberg, Carl A. (1998)
Internasjonal markedsføring
Tano Aschehoug.
Benito, Gabriel R G; Solberg, Carl Arthur & Welch, Lawrence S (1993)
An exploration of the information behaviour of Norwegian exporters
International Journal of Information Management, 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
[Academic lecture]. CiMaR 2015.
Gripsrud, Geir; Hunneman, Auke & Solberg, Carl Arthur (2015)
Comparing 'born globals' and other exporting firms: A longitudinal study
[Academic lecture]. ANZIBA 2015.
Solberg, Carl Arthur (2015)
Internasjonal markedsføring. 9. utg.
[Scientific book]. Universitetsforlaget.
Solberg, Carl Arthur; Lanseng, Even J. & Tryggeset, Marit Owe (2014)
Challenging the market orientation construct: the role of data processing and market insight
[Academic lecture]. CIMaR.
Solberg, Carl Arthur; Gripsrud, Geir & Hunneman, Auke (2014)
Redefining Born Globals? A cohort analysis of Norwegian Born Globals
[Academic lecture]. New Research Themes in International Entrepreneurship.
Solberg, Carl Arthur; Gripsrud, Geir & Hunneman, Auke (2014)
Kartlegging og analyse av eksportmønstre og -strategier. Sluttrapport til Innovasjon Norge, Februar 2014
[Report]. Handelshøyskolen BI.
Solberg, Carl Arthur & Durrieu, Francois (2012)
The impact of globalisation drivers on strategy-performance relationships in international markets
[Academic lecture]. EIBA.
Solberg, Carl Arthur & Durrieu, Francois (2012)
The impact of globalisation drivers on strategy-performance relationships in international markets
[Academic lecture]. EMAC.
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 & Bretteville, Trine (2009)
Inside the board room of Born Globals
[Academic lecture]. 35th EIBA Annual Conference.
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
[Academic lecture]. 38th EMAC conference.
Solberg, Carl Arthur (2009)
Role of nationality in strategy formulation in international markets: An exploratory study of German, Norwegian and Singaporean firms
[Academic lecture]. Johan Arndt conference.
Solberg, Carl Arthur & Lien, Ole Helge (2008)
Globalisering av banknæringen: effekter for norske banker og den norske banknæringen
[Report]. Handelshøyskolen BI.
Solberg, Carl Arthur (2008)
High tech and Low tech Born Globals: Are they any different?
[Academic lecture]. EIBA Conference.
Solberg, Carl Arthur (2004)
Advertising in international markets: A framework for classification and analysis
[Academic lecture]. AIB Conference.
Solberg, Carl Arthur (2004)
Moving out of the country: an exploratory study of the impact of national, cluster and firm related factors
[Academic lecture]. EIBA Annual Conference.
Solberg, Carl Arthur & Durrieu, Francois (2004)
Access to networks and commitment to internationalisationas precursors to marketing strategies in international markets
[Academic lecture]. 20th IMP Conference.
Solberg, Carl Arthur (2003)
Informasjonsadferd og internasjonalisering
[Report]. Handelshøyskolen BI.
Nes, Erik B. & Solberg, Carl Arthur (2002)
Precursors of commitment and trust in exporter-distributor relations and the effects on export performance
[Academic lecture]. Academy of Marketing Science 2002. Multicultural Marketing Conference.
Nes, Erik B. & Solberg, Carl Arthur (2002)
Exporter-distributor relations and the effects on performance
[Academic lecture]. European Marketing Academy Conference (EMAC).
Gripsrud, Geir; Solberg, Carl Arthur & Ulvnes, Arne Morten (2001)
Information Collection Behavior and Performance in Export Channels
[Academic lecture]. 14th IMP Annual Conference, September 3-5.
Gripsrud, Geir; Solberg, Carl Arthur & Ulvnes, Arne Morten (2001)
Exporters Information Collection Behavior and Performance: The Role of Trust and Experience
[Academic lecture]. 30th EMAC Conference.
Solberg, Carl Arthur & Olsson, Ulf H. (2001)
Export Performance and Management Orientation, The Case of Norwegian IT Exporters
[Academic lecture]. The EIBA Conference.
Solberg, Carl Arthur & Nes, Erik (2001)
Commitment and Trust in International Marketing Relations
[Academic lecture]. The IMP-Conference.
Solberg, Carl Arthur (2001)
Kultex – Export of culture products from Norway
[Academic lecture]. The AIMAC Conference – Association Internationale du Management des Arts et de la Culture.
Gripsrud, Geir; Solberg, Carl Arthur & Ulvnes, Arne Morten (2001)
Exporters information collection behavior: An Exploratory Study
[Academic lecture]. IMP konferanse.
Solberg, Carl Arthur & Nes, Erik B. (2000)
Exporter trust, commitment and marketing control in integrated and independent export channels
[Report]. Handelshøyskolen BI.
Solberg, Carl Arthur (2000)
Modes of Exporter Governance of Sales Subsidiaries and Distributors in International Markets
[Report]. Handelshøyskolen BI.
Nes, Erik Bertin & Solberg, Carl Arthur (1999)
Commitment and Trust in International Markting Relations