Digital online strategy for B2B internationalization a multiple case-study on manufacturing SMEs
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Perustieteiden korkeakoulu |
Master's thesis
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Authors
Date
2019-06-19
Department
Major/Subject
Strategy and Venturing
Mcode
SCI3050
Degree programme
Master’s Programme in Industrial Engineering and Management
Language
en
Pages
81
Series
Abstract
International trade has become the normal for SMEs as borders between countries has seemingly disappeared due to the prevalence of information and communication technology. Lowering cost of digital technologies and possibility of rapid development have enabled new ways to compete. Digital technologies have been found to transform the structure of social relationships through social media and social networking in both the B2C and the B2B context. Previous research has studied digital transformations mainly as transformation initiatives needed to enhance digital capabilities and resources or as new technologies to use in order to improve business. Research has left a gap in defining tangible actions and metrics when pursuing internationalization through digital and online activities. This thesis studies digital online strategy for B2B internationalization of manufacturing SMEs. An extensive literature review synthesizes a conceptual framework on related constructs covering aspects, such as, Internet as path to internationalization, from IT strategy to digital transformation and business strategies, marketing in digital era, from multi-channel to omni-channel strategy, and social media influence and engagement. The empirical part of this thesis examines the digital readiness and competence of 12 manufacturing companies in the aforementioned theoretical context, and it is conducted as a multiple casestudy using public materials of companies together with supportive interviews. The results of this thesis increases the knowhow in content, actions and metrics for companies in improving their digital readiness and competence. The suggested actions and metrics provide strategic guidelines for companies to take during their pursuit for internationalization through online and use of digital technology. This thesis contributes to multitude of research fields as digital transformation and online internationalization are global phenomenons in any industry or organization.Description
Supervisor
Gustafsson, RobinThesis advisor
Gustafsson, RobinKeywords
digital online strategy, digital transformation strategy, digital content strategy, B2B internationalization, multiple case-study, manufacturing SME