Revisiting International Marketing Strategy in a Digital Era: Opportunities, Challenges, and Research Directions

Increasing digitalization in highly globalized world economies has seriously changed the international business landscape, creating plenty of opportunities but also challenges for firms. This article provides an analysis of the various organizational resources and capabilities required for supporting international marketing strategies, as well as explains the new situation that international marketers have to confront in terms of foreign customer attitudes and behavior, competitive practices, and environmental conditions. Moreover, we demonstrate how the firm’s selection of and entry into foreign markets can be facilitated using digital technologies. We also indicate how the use of these technologies has transformed the way firms are shaping their product, pricing, distribution, logistics, and promotional strategies abroad. Furthermore, we provide insights into the use of digital tools in more effectively implementing and controlling the firm’s international marketing strategy. Finally, we identify promising directions for future research, with a specific focus on revisiting international marketing strategies in light of today’s digital era.