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A systematic literature review of big data adoption in internationalization

Author

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  • Nguyen Anh Khoa Dam

    (Université du Québec à Trois-Rivières)

  • Thang Le Dinh

    (Université du Québec à Trois-Rivières)

  • William Menvielle

    (Université du Québec à Trois-Rivières)

Abstract

The internationalization process has been constantly moving with an exceptional transformation led by the digital era. In order to face the challenges of the internationalization, enterprises need to understand thoroughly the new business environment, including foreign markets and customer insights to offer innovative products and services. Indeed, big data as the new source of knowledge helps enterprises convert business information into competitive advantages in the global market. Although the topic of big data receives much attention from researchers, the adoption of big data in internationalization is still an emerging research interest, especially in small and medium-sized enterprises (SMEs). The purpose of this paper is to provide a concept-centric literature review that synthesizes and evaluates recent studies to examine the current state and future research directions of big data adoption in the internationalization process. The result of this paper indicates the status and future research directions of big data adoption in internationalization with the focus on international marketing. The paper finds out that the adoption of big data in international marketing is still in the early stage of maturity. Future research directions are also proposed based on the identified research gaps and the analysis of literature review.

Suggested Citation

  • Nguyen Anh Khoa Dam & Thang Le Dinh & William Menvielle, 2019. "A systematic literature review of big data adoption in internationalization," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 182-195, September.
    • Handle: RePEc:pal:jmarka:v:7:y:2019:i:3:d:10.1057_s41270-019-00054-7
    DOI: 10.1057/s41270-019-00054-7
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    References listed on IDEAS

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