engleski

Challenges of the Challengers: An Insight into the Internationalization Pathway of Croatian Digital Agencies

Development of internet-based technologies provided companies with an ideal infrastructure for rapid internationalization. The internet era facilitated the emergence of a new type of companies that rapidly develop global presence through the utilisation of various internet- based technologies. According to the traditional internationalization theories, the process of internationalization requires vast amounts of funds, significant time, competent international workforce and network support by suppliers. The so cold born global companies rely far less on these elements (prerequisites). For them, the development of internet infrastructure and the overall market penetration of internet are much more essential. Their process of internationalization (or globalization) is usually rapid, without any preceding long-term domestic or internationalization phase. This paper analyses theoretical framework behind the born global companies’ internationalization process in order to shed some light on the recent developments among Croatian digital agencies and their internationalization pathways. Although born global companies are challenging traditional theories, there exists a scope for potential complementarity between these essentially opposite pathways of internationalization.

internet - based technologies ; digital agencies ; internationalization ; born global companies

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