Designing a Digital-First Strategy for International Markets

Digitalization is now the norm at all business levels, local and international. Digital technologies, such as artificial intelligence, big data, automation, and platform ecosystems, which were once considered optional, have become foundational to a business’s competitive strategy. With the latest digital behaviors of consumers and the interconnectedness of the markets, it becomes imperative for companies to reconceptualize how they connect with their audience, how they deploy resources, and how they compete.

Lay summary: In this article, I examine the implications for marketing channels, consumer engagement, competitive positioning, and other aspects globally, in light of digital transformation, drawing on both academic and business practice perspectives.