Riassunto analitico
In recent decades, digitalization has begun to be part of our daily lives. This thesis aimed to analyze the concept of digital internationalization. Starting by analyzing digitalization, the drivers that support it (Big Data, IoT, 3D, cloud computing, etc.) and the changes it has brought at the level of business model, operational processes and customer experience. Making then a brief introduction to the subject of internationalization, by analyzing the reasons that drive a company to internationalize (proactive and reactive) and the ways in which it implements its strategies. I have focused on the Uppsala model theory revisited according to network theory.
In the final part it was shown how digitization has influenced internationalization, by lowering barriers costs and accelerating the process. In particularly, how digital marketing plays an important role in international communication and international customer engagement thanks to the use of tools such as SEO, SEM, SMM, gamification etc.
|
