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Digitalization of companies in international entrepreneurship and marketing

Ioan-Iustin Vadana (School of Business and Management, LUT University, Lappeenranta, Finland)
Lasse Torkkeli (School of Business and Management, LUT University, Lappeenranta, Finland)
Olli Kuivalainen (School of Business and Management, LUT University, Lappeenranta, Finland) (Alliance Manchester Business School, The University of Manchester, Manchester, UK)
Sami Saarenketo (School of Business and Management, LUT University, Lappeenranta, Finland)

International Marketing Review

ISSN: 0265-1335

Article publication date: 11 December 2019

Issue publication date: 3 July 2020

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2435

Abstract

Purpose

Little research has been done on the emergence of companies that engage in increasingly digital entrepreneurship with digitalized value-chain activities. The purpose of this paper is provide a consistent picture of how value-chain digitalization affects companies’ internationalization and international marketing (IM), and give insights regarding the influence of the degree of value-chain digitalization on the level of internationalization.

Design/methodology/approach

This paper takes an explorative approach based on a literature review and uses a conceptual analysis and research framework to empirically classify digitalized/-ing companies.

Findings

This study finds ways to classify the internationalization of companies according to the degree of digitalization of their value-chain. The more these companies use internet hardware infrastructure and web and mobile software technologies, the better they can leverage their foreign assets, achieving a higher share of foreign sales with relatively limited foreign assets.

Research limitations/implications

The results enrich the literature on internationalization and IM and entrepreneurship to explain companies that are distinctly digitalized across their value-chain activities.

Practical implications

This research provides evidence for companies regarding digitalization of the value-chain to facilitate entrepreneurial opportunities and offer rapid, efficient and affordable internationalization.

Originality/value

This research tackles a novel phenomenon by analyzing companies’ value-chain digitalization in relation to their degree of internationalization and IM.

Keywords

Citation

Vadana, I.-I., Torkkeli, L., Kuivalainen, O. and Saarenketo, S. (2020), "Digitalization of companies in international entrepreneurship and marketing", International Marketing Review, Vol. 37 No. 3, pp. 471-492. https://doi.org/10.1108/IMR-04-2018-0129

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited