Title: Internationalisation business strategy via e-commerce

Authors: Leandro Pereira; Yuliya Tovstolyak; Renato Lopes da Costa; Álvaro Dias; Rui Gonçalves

Addresses: Business Research Unit – BRU-IUL, ISCTE – Instituto Universitário de Lisboa, Lisbon, Portugal ' ISCTE – Instituto Universitário de Lisboa, Lisbon, Portugal ' Business Research Unit – BRU-IUL, ISCTE – Instituto Universitário de Lisboa, Lisbon, Portugal ' Universidade Lusófona / TRIE, ISCTE – Instituto Universitário de Lisboa, Lisbon, Portugal ' ISCTE – Instituto Universitário de Lisboa, Lisbon, Portugal

Abstract: E-commerce eliminated national borders between countries and provided a new dimension to the internationalisation process. Technological developments have made the study of electronic commerce in the international environment inevitable. This study highlights the possibilities and challenges of e-commerce and, consequently, the impact of this form of internationalisation on company strategy. For the development of an empirical study, five case studies were analysed with the primary objective of exploring the motivations that led companies to expand online. As the consumer is the leading player in this process, its perspective concerning ecommerce was studied. The results suggest a connection between internationalisation strategies and the adaptation to e-commerce and it makes clear that e-commerce is one of the main internationalisation strategies, characterised by a low level of risk and a low level of investment needs.

Keywords: e-commerce; internationalisation; e-marketing; innovation; social media; strategy.

DOI: 10.1504/IJBSR.2023.129201

International Journal of Business and Systems Research, 2023 Vol.17 No.2, pp.225 - 250

Received: 17 Nov 2020
Accepted: 07 Jan 2021
Published online: 01 Mar 2023 *

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