Summary In this paper we draw together the changing orientations that have been shaping the project business arena during the past years and discuss their implications for the future of project marketing theory and practice. Based on empirical qualitative data from two longitudinal research...

The already well-documented emergence of born globals, or international new ventures, has created a demand for new approaches to internationalization. The main models challenging the ‘traditional’ process identified in the literature are the born-global and ‘born-again’ global...