The global marketing strategy for high-tech companies which founded in the developing countries for entering the global market: Case study of Huawei Technologies

This research aims to explore the factors of entering the global market for high-tech companies which founded in developing countries, by taking Huawei Technologies as a case. By understanding the theory of the global marketing strategy (GMS) and applying the three aspects: standardization, configuration-coordination and integration, this paper explores the factors’ influences of the GMS of Huawei. Specifically, issues of how to take into account the aspects of the strategy of entering the global market and how to employ different aspects in market are discussed and illustrated based on this case study. The data for the study is obtained mainly through the interviews, in order to identify the key factors for Huawei’s GMS. During the data analysis, keywords-in-context approach has been applied. The findings reveal that in terms of the high-tech enterprises’ GMS which founded in the developing countries, integrating the marketing resources as well as building partnership play an important role.