The Impact of Digitalization on the Speed of Internationalization of Lean Global Startups

Abstract

Lean global startups need to internationalize early and fast. The digitalization of new foreign market development helps them to more efficiently identify new market oppor- tunities in global markets. With this approach, they are saving resources while develop- ing the most attractive markets. This article examines how lean global startups develop new foreign markets more rapidly due to digitalization. Thus, the aim is to understand the impact of digitalization on speed of internationalization of lean global startups. The study addresses a gap in the scholarly literature and a practical need to evaluate new foreign markets and business opportunities more quickly and more regularly and to un- derstand what helps lean global startups react more quickly to opportunities and threats with respect to changing market attractiveness. Furthermore, it outlines why and how digitalization is important throughout the internationalization process. The re- search followed a multiple case-study design using different sources of evidence, includ- ing 73 interviews with senior managers of lean global startups. The findings reveal that digitalization allows lean global startups to increase decision-making efficiency and to optimize strategies and processes for evaluating international markets. The findings suggest that lean global startups can benefit from the use of digital technologies by ap- plying a more efficient foreign market development process with regular reviews and a reduced workflow, by faster mediation between local market realities and strategic goals, by analyzing all foreign markets instead of just a sample of them, and by optimiz- ing decision-making processes including the ability to make long-term, strategic de- cisions due to better market information.