A systematic literature review of big data adoption in internationalization

Nguyen Anh Khoa Dam (), Thang Le Dinh and William Menvielle
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Nguyen Anh Khoa Dam: Université du Québec à Trois-Rivières
Thang Le Dinh: Université du Québec à Trois-Rivières
William Menvielle: Université du Québec à Trois-Rivières

Journal of Marketing Analytics, 2019, vol. 7, issue 3, No 5, 182-195

Abstract: Abstract The internationalization process has been constantly moving with an exceptional transformation led by the digital era. In order to face the challenges of the internationalization, enterprises need to understand thoroughly the new business environment, including foreign markets and customer insights to offer innovative products and services. Indeed, big data as the new source of knowledge helps enterprises convert business information into competitive advantages in the global market. Although the topic of big data receives much attention from researchers, the adoption of big data in internationalization is still an emerging research interest, especially in small and medium-sized enterprises (SMEs). The purpose of this paper is to provide a concept-centric literature review that synthesizes and evaluates recent studies to examine the current state and future research directions of big data adoption in the internationalization process. The result of this paper indicates the status and future research directions of big data adoption in internationalization with the focus on international marketing. The paper finds out that the adoption of big data in international marketing is still in the early stage of maturity. Future research directions are also proposed based on the identified research gaps and the analysis of literature review.

Keywords: Internationalization; Big data; Data-driven marketing; International marketing; Data analytics; SMEs (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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DOI: 10.1057/s41270-019-00054-7

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