International business (SIMA)

The role of digital technologies in International Business and Marketing: An Assessment of the Literature

Marcello Mariani, Michela Matarazzo

The rise of digital technologies has brought about considerable changes to the relationship between firms and consumers, especially within international business and marketing. This paper aims at conducting a systematic literature review (SLR) to explore how digital technologies feature in research at the intersection of international business and international marketing published until 2019, by detecting relevant research gaps, illustrating potential future advancements, and devising a research agenda. As a matter of fact the consolidation and development of digital technologies has ushered several transformations in the way economic actors – be them individuals and organizations – do business. The adoption and acceptance of digital technologies (Davis, 1989; Davis et al., 1989) has contributed to empower both consumers and firms alike to use them to improve efficiency in search processes, compressing time for decision making, activating new channels to connect firms and consumers and consumers between them. Digital technologies have the role of facilitator in firms and consumers collaboration in creating value (Prahalad and Ramaswamy, 2004).

#digital technologies #international business #international marketing #systematic literature review