Navigating global markets: the role of digital technologies in Indonesian creative SMEs

Novika Candra Astuti

Chapter 8 in Digital Globalization of Creative Industries, 2025, pp 136-157 from Edward Elgar Publishing

Abstract: The rise of digital technologies and social media has dramatically increased the demand for creative goods and services from emerging markets. Despite this growth, there is limited empirical research on how entrepreneurs in these markets, particularly within the creative industries, can effectively navigate international markets. This study investigates how small and medium-sized enterprises (SMEs) in Indonesia's creative sector—encompassing both digital and non-digital companies—leverage digital technologies for internationalization in the face of weak institutional environments. Data were collected from 10 Indonesian SMEs, including three digital firms (two in gaming and one in design engineering) and seven non-digital companies (in fashion, jewelry, and ceramics). The findings reveal that digital technologies empower these firms to compensate for a lack of experience and mitigate market uncertainties, facilitating early internationalization. Moreover, the study underscores the influence of industry context and digitalization on entrepreneurial behavior. By providing easier access to global markets, digital platforms, cloud computing, and social media enable SMEs to compete with larger firms and reduce traditional business barriers. This research contributes to the field of international entrepreneurship by illustrating how digital tools foster market expansion in creative industries, specifically within the context of emerging markets like Indonesia. The results offer valuable insights for scholars and policymakers seeking to support the international growth strategies of SMEs.

Keywords: Digital technologies; Internationalization; Creative industries; Emerging markets; Indonesian SMEs (search for similar items in EconPapers)
Date: 2025
ISBN: 9781035314768
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