Digital Marketing And International Expansion In A Technology-Oriented B2B Context : A Grounded Theory Study Of Opportunities And Challenges In International Platform-Driven Processes

Sammanfattning

The purpose of this study is to investigate how digital marketing is used to promote international expansion, as well as the opportunities and challenges employees experience in relation to these processes. The study was conducted as a qualitative interview study within one technology-oriented B2B company operating internationally. Empirical data was collected through semi-structured interviews with respondents involved in or connected to the company’s international activities. The study was based on an interpretive perspective, and an adapted version of Grounded Theory was used as the analytical method. Through open coding, selective coding, constant comparison, and memo-writing, different categories and relationships were identified and developed into an empirically grounded model. The findings show that international expansion was viewed as necessary from an early stage due to the limited size of the domestic niche market. Digital marketing emerged as an important part of the company’s international activities by helping create visibility, establish contacts, and communicate with international customers. At the same time, the findings show that digital tools alone are not enough, since trust, demonstrations, and personal interaction remain important for creating long-term customer relationships. The study also identified several challenges related to limited resources, long sales processes, communication complexity, customer engagement, and value communication. The resulting model, Proactive Platform-Driven Expansion, illustrates how Digital Marketing, Contact Establishment, Platform Communication, Platform-Related Challenges, and International Expansion interact within the company’s international work. Keywords: International Expansion, Digital Marketing, B2B, Grounded Theory, Platform Communication, Platform-Related Challenges