Communication Dans Un Congrès Année : 2024

Digitalization and internationalization : a case study of a Swiss bank expanding into Brazil and South Africa

Marna Pfranger
  • Fonction : Auteur

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.

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Dates et versions

halshs-04767877 , version 1 (05-11-2024)

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  • HAL Id : halshs-04767877 , version 1

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Marna Pfranger, Ulrike Mayrhofer. Digitalization and internationalization : a case study of a Swiss bank expanding into Brazil and South Africa. Annual EURAM (European Academy of Management) Conference, Jun 2024, Bath, United Kingdom. ⟨halshs-04767877⟩
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