Promoting Businesses Beyond Borders: Multinationals’ Perspectives

Sanjeev Prashar and Abu Bakar Abdul Hamid

FIIB Business Review, 2025, vol. 14, issue 2, 128-141

Abstract: This study conceptualizes and critically examines the business-level digital transformation and hinges on to the examination of business-level digital transformation from a strategy perspective. Using the conceptual review design, the study further explores the contents of the digital transformation process. We answer two key research questions: (a) what is the business model of a multinational company promoting through digital sources? (b) Is it relevant for multinationals in the digital economy? The study triggers determining the necessary steps to digitally transform a business and organizing them into categories of phases leading to the digital transformation process. In conclusion, this work allowed spotlighting the strategic character of the digital transformation and, above all, to grasp its multidimensional reach.

Keywords: Multinational companies; digital sources; digital promotions; digitalization; platform business; digital promotion mix (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:sae:fbbsrw:v:14:y:2025:i:2:p:128-141

DOI: 10.1177/23197145221097245

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