The traditional internationalization theories suggest that the process of going international is gradual. Recent theories about “born global” firms state they internationalize from the day they are founded or shortly thereafter. TAT (The Astonishing Tribe) is a small but growing Swedish software technology and design company and a “born global” company. TAT has a small number of very large companies as their customers, which could be unsafe if they were to lose one of these important clients. The strategic states model show the need for different combination of competitive edges and presents optimum strategies to reach high performance. To move to a more desirable state in the model the theory of customer capitalism is suggested in this thesis. The theory is supposed to make the customer “lock on” to a corporation for a win-win long term relationship. Two aspects of the theory that are more distinguished than the four others has been identified, these being relationship and developer.

<p>The traditional internationalization theories suggest that the process of going international is gradual. Recent theories about “born global” firms state they internationalize from the day they are founded or shortly thereafter. TAT (The Astonishing Tribe) is a small but growing Swedish software technology and design company and a “born global” company. TAT has a small number of very large companies as their customers, which could be unsafe if they were to lose one of these important clients.</p><p>The strategic states model show the need for different combination of competitive edges and presents optimum strategies to reach high performance. To move to a more desirable state in the model the theory of customer capitalism is suggested in this thesis. The theory is supposed to make the customer “lock on” to a corporation for a win-win long term relationship. Two aspects of the theory that are more distinguished than the four others has been identified, these being relationship and developer.</p>