Digitalization and internationalization : a case study of a Swiss bank expanding into Brazil and South Africa
Résumé
Digital technologies transform internationalization strategies of multinationals. In this paper, we investigate the digitalization of service multinationals in emerging markets, which present new business opportunities but also high risks due economic, institutional and political uncertainties. Our aim is to identify the drivers and barriers to digitalization that are perceived by service multinationals who expand into emerging markets. We built a single case study of a Swiss bank developing wealth management services in Brazil and South Africa. Our findings show that the drivers and barriers to digitalization in emerging markets can be external and internal. We provide novel insights into the debate on digitalization and internationalization of service multinationals.
