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Internationalisation through digital platforms: a systematic review and future research agenda

Chanjuan Gong (Department of Marketing and Management, Durham University, Durham, UK)
Xinming He (Department of Marketing and Management, Durham University, Durham, UK)
Jorge Lengler (Department of Marketing and Management, Durham University, Durham, UK)

International Marketing Review

ISSN: 0265-1335

Article publication date: 27 June 2024

Issue publication date: 1 October 2024

399

Abstract

Purpose

This paper systematically reviews and scrutinises the current development of studies concerning digital platform use in firms’ internationalisation. It also provides a research agenda for future work. Despite more than two decades of research, the study of how traditional firms enter foreign markets using digital platforms remains in its infancy. This paper contributes insights into the academic and managerial relevance of this field.

Design/methodology/approach

A systematic review of the literature based on content analysis was undertaken, drawing from peer-reviewed journal articles in international business, international marketing, information systems, and electronic commerce. The articles were published between 1999 and 2023, and the review employed a vote-counting method.

Findings

This analysis of 61 papers indicates that research on digital platform use in firms’ internationalisation is growing rapidly. However, the field itself is fragmented, and the research findings are inconsistent. This dynamic area reflects a growing trend, is dominated by several theories, relies primarily on survey data, and frequently uses China as a research context.

Originality/value

In acknowledging the vibrancy and managerial importance of this field, the authors offer a comprehensive overview of the existing studies to serve as a repository of knowledge on digital platform use in internationalisation for both academics and practitioners. Based on the aforementioned analysis, this study develops a reconciling framework to address current research gaps and identify future study directions.

Keywords

Acknowledgements

The authors express their sincere gratitude to the handling Guest Editor, Dr Timo Mandler, as well as the other editors and both anonymous reviewers for their critical and important comments on the paper.

Special thanks are extended to Ms Tianyu Liu and Ms Jingyi Yang for their support in coding and the sample screening process. The authors also appreciate the valuable feedback from Professor Ajai Gaur, Professor Stewart Miller, and other participants of the MIB Seminars and Global Studies Group Seminars at Durham University Business School.

This work was supported by the China Scholarship Council-Durham University Joint Scholarship.

Citation

Gong, C., He, X. and Lengler, J. (2024), "Internationalisation through digital platforms: a systematic review and future research agenda", International Marketing Review, Vol. 41 No. 5, pp. 938-980. https://doi.org/10.1108/IMR-08-2023-0213

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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