Internationalization of data-driven digital born globals - Multiple case studies of Finnish mobile gaming companies

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Volume Title

School of Business | Master's thesis

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Date

2021

Department

Johtamisen laitos

Major/Subject

Mcode

Degree programme

Management and International Business (MIB)

Language

en

Pages

84

Series

Abstract

This thesis explores how data-driven decision making impacts the internationalization of digital born globals through the lens of Finnish mobile gaming companies. In particular, this research aims to discover how data analytics guide decision making in the context of international expansion. Another angle within the study is related to the internationalization challenges that arise in connection to data analytics. Theoretical framework is developed upon born globals, digitalization, and dynamic capabilities research streams. Dynamic capabilities are more closely examined from learning, data analytics, marketing, and networking dynamic capabilities perspectives. Data is collected using multiple case study method, focusing on experiences of three Finnish mobile gaming companies from interpretivist standpoint. Interviewees are user acquisition experts, that have not only digital marketing, but also internationalization and data analytics related experience. This study contributes to the literature on internationalization of born global digital companies by showing that studied Finnish mobile gaming companies are fueling their international growth via extensive utilization of data and data analytics. Through interviews with the case companies, it is found that their international expansion is supported by user acquisition, which further heavily relies on data and data analytics to enable market learnings, optimizations, and growth strategies. Networks are also playing an important role, helping mobile gaming companies in reaching their target audiences while providing important support and insights into the markets. Data is again found to be tightly knit into the fabric of collaboration with partners. Decision making pertaining to internationalization is further explored through inquiry into facets of data analytics capability, including data quality, bigness of data, tool sophistication, analytical skills, and domain knowledge. Findings reveal that solid foundation is seen to improve decision making, enabling more efficient learning about markets leading to accelerated growth through more confident and ambitious marketing investments. Weakness in the building blocks of the data analytics capability is found to be causing turbulence in the ability to execute on growth strategies due to flawed decision making, possibly threatening mobile gaming companies’ success in the foreign markets and revenue-building potential. A specific risk factor for mobile gaming companies touched upon in this thesis is mobile ad fraud, which is discovered to have the ability to jeopardize international expansion through inaccurate data and metrics, leading to incorrect decisions about markets and marketing investments.

Description

Thesis advisor

Mihailova, Irina

Keywords

mobile games, mobile gaming companies, internationalization, born globals, born digital, dynamic capabilities, data analytics, data-driven decision making

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Citation

Permanent link to this item

https://urn.fi/URN:NBN:fi:aalto-2021121910828

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[gradu] Kauppakorkeakoulu / BIZ