Influence of relationship networks on the internationalization process: the moderating effect of born global.

For some decades researchers have studied the internationalization strategy of businesses from different perspectives and using various theories. However, the literature on internationalization is fragmented and further studies are needed to analyze holistically and quantitatively how different types of companies develop their internationalization strategies. In this study we intend to analyze holistically how relationship networks affect the internationalization strategies adopted by businesses in the wine sector. We use PLS-SEM and multigroup analysis to analyze the moderating effect that being a born global company can have on the influence of relationship networks in gradually developing an internationalization strategy. The results show that some factors, such as bargaining power, number of distributors, the variety of distribution channels, company prestige, and brand awareness positively influence the gradualness of the internationalization strategies of all companies in the sector, while relationships with clients and national and international competitors have a negative influence on the gradualness of the development of the strategies of businesses characterized as born global.