An Analysis of the Internationalization Processes in Swedish Born Digital Firms

Sammanfattning

This thesis investigates how Swedish born digital firms navigate the tension between borderless digital scalability and localized institutional barriers. Through a qualitative study of Software-as-a-Service (SaaS) firms, it explores how technological affordances shape internationalization processes and digitally mediated trust. Findings reveal that while automation and direct engagement with stakeholders enable rapid market entry and bypass traditional intermediaries, they cannot fully substitute for human interaction in complex and regulated markets. The study identifies a theoretical gap where traditional frameworks underestimate digital velocity and modern theories overlook institutional friction. Ultimately, born digital firms operate in a digi-physical reality. Digital trust mechanisms, such as certifications and localized servers, act as mandatory hygiene factors. However, establishing deep institutional credibility still demands human presence. The thesis recommends leveraging digital affordances for initial market testing before transitioning to relational, face-to-face trust-building strategies in order to secure successful market entry.