International Business in Digital Transition

This insightful book examines the role of digital technologies in overcoming the challenges faced by exporters in international markets, alongside technological, competitive and institutional pressures. Presenting detailed quantitative and qualitative studies, it introduces a novel conceptual framework for studying the effects of digitalisation on export development.

Piotr Trąpczyński draws on a range of theoretical perspectives to identify the boundary conditions for effectively leveraging internet marketing capabilities in different environments. Chapters investigate the impact of business model configurations on export behaviour, exploring the influence of characteristics such as firm size, age and country of origin, and proposing a new typology for classifying these models. Ultimately, this incisive book underscores how internet marketing capabilities can support export resilience in turbulent times, providing a nuanced analysis of various market contexts and highlighting key avenues for future research.

Students and scholars of international business, organisational innovation, international marketing and entrepreneurship will benefit from this systematic overview of how internet technologies can improve export performance. Its valuable practical recommendations also make this a vital read for policymakers and practitioners in international sales development.