Digital Strategies for International Market Expansion : Multiple Case Studies of Nepalese Technology Firms

Sammanfattning

Abstract This study explores how technology firms in developing economies use digital strategies to expand into international markets, with a specific focus on Nepal. Most existing research on digital internationalization draws on evidence from advanced economies and offers limited insight into how firms in resource-constrained settings pursue international growth. This study addresses that gap by examining the digital strategies Nepalese technology firms employ, the challenges they face, and how firm-level enablers shape their internationalization outcomes. The study draws on born-global theory and digital internationalization theory as complementary analytical lenses. A qualitative multiple-case study design was adopted, guided by an interpretivist perspective and an abductive approach. Five Nepalese technology firms of varying sizes were selected through purposive sampling, and eight semi-structured interviews were conducted. These were supplemented by industry reports, policy documents, and company websites. Data analysis followed a thematic approach structured around four constructs: digital strategies and tools, firm-level enablers, international expansion outcomes, and implementation challenges. The findings show that all five firms used digital tools for international activity, but their purposes differed. Established firms used platforms like LinkedIn for credibility verification, while smaller firms relied on them for client acquisition. This led to a distinction between platform-as-validation and platform-as-acquisition. AI adoption was cautious among most firms. Cloud adoption ranged from sophisticated architectures to basic affordable tools. Personal networks and diaspora connections played a persistent role in market entry, often preceding digital engagement. Nepal's small domestic market meant firms pursued internationalization partly out of necessity rather than purely proactive opportunity seeking. Regulatory complexity, payment infrastructure gaps, and trust-building difficulties created compounding pressures for smaller firms. The study contributes to international business literature by providing empirical evidence from an underrepresented developing economy context. It suggests that Born-Global Theory may need to account for necessity-driven motivations, and that Digital Internationalization Theory could benefit from greater specificity regarding platform functions.