DİJİTAL DOĞANLARIN ULUSLARARASILAŞMASI: KAVRAMSAL BİR ÇERÇEVE

Yıl 2024, Cilt: 26 Sayı: 46, 18 - 37, 30.06.2024

Muhammed Fatih Aydemir

Öz

Bu çalışma, ekonomilerin dijitalleşmesiyle birlikte gün geçtikçe adından daha çok söz ettiren dijital doğanları ele almaktadır. Dijital doğanlar, iş modelini en güncel web ve mobil teknolojilere ve daha fazla dijitalleşmeye dayandıran yeni bir firma türüdür. Bu çalışmanın amacı, dijital doğanların uluslararasılaşmasına odaklanarak literatüre katkı sağlamaktır. Yerel pazarlarda ortaya çıkan dijital doğanların dijitalleşmesi ile uluslararasılaşma süreci doğrudan ilişkilendirilemese de kullandıkları iş modeli uluslararasılaşma üzerinde etkili olmaktadır. Çalışma neticesinde dijital doğanların, dijital iş modellerine dayalı olarak geleneksel firmalara göre daha kolay, daha hızlı, daha az kaynakla, daha düşük maliyetle ve eş zamanlı olarak birçok ülke pazarında faaliyet gösterebilme potansiyelinin olduğu anlaşılmıştır. Dijital doğanların başarılı olması için uluslararası iş modellerinin temelinde kaliteli insan sermayesine sahip olması, niş pazarlara odaklanması, ilk olmanın avantajlarından yararlanması, güçlü kullanıcı tabanına sahip olması, ağ etkilerinden daha fazla yararlanması, sürdürülebilir yenilikçiliğe odaklanması, fikri mülkiyet haklarının korunduğu ve yüksek nüfuzlu yabancı pazarlara öncelik vermesi gerekmektedir.

Anahtar Kelimeler

Dijital Doğanlar, Dijital Doğan Firmalar, Uluslararasılaşma, Dijitalleşme

INTERNATIONALIZATION OF DIGITAL BORNS: A CONCEPTUAL FRAMEWORK

Öz

This study focuses on digital borns, which are becoming more and more prominent with the digitalization of economies. Digital borns are a new type of firm that bases its business model on the latest web and mobile technologies and further digitalization. This study contributes to the literature by focusing on the internationalization of digital borns. The digitalization and internationalization process of digital borns emerging in local markets cannot be directly linked. However, the business models they use have an impact on internationalization. As a result of the study, it has been understood that digital borns have the potential to operate in many country markets more easily, faster, with fewer resources, lower costs and simultaneously than traditional firms based on digital business models. In order to be successful, digital borns need to prioritize foreign markets with high-quality human capital, focus on niche markets, take advantage of being first, have a strong user base, benefit more from network effects, focus on sustainable innovation, protect intellectual property rights, and prioritize high-powered foreign markets.

Anahtar Kelimeler

Digital Borns, Digital Born Firms, Internationalization, Digitalization

Kaynakça

• AlixPartners (2019), “Born-Digital: The Triumphs and Truths of Companies Born-Digital”, https://www.alixpartners.com/media/13517/1-the-triumphs-and-truths-of-companies-born-digital-vf.pdf, (21.05.2023).
• Ay, S. ve Aydemir, M. F. (2020). Dijital Uluslararasılaşma: Sınır Ötesi E-Ticaret. S. Ay ve H. Yıldırır Keser (Ed.), Ticarette Dijital Dönüşüm ve E-Ticaret içinde (ss.393-407), İstanbul: Değişim Yayınları.
• Ay, S. ve Aydemir, M.F. (2020). Dijital Uluslararasılaşma: Sınır Ötesi E-Ticaret. S. Ay ve H. Yıldırır Keser (Ed.), Ticarette Dijital Dönüşüm ve E-Ticaret içinde (ss.393-407), İstanbul: Değişim Yayınları.
• Banalieva, E.R. ve Dhanaraj, C. (2019). Internalization Theory for the Digital Economy. Journal of International Business Studies, 50(8), 1372-1387.
• Bell, J. ve Loane, S. (2010). ‘New-wave’global firms: Web 2.0 and SME Internationalisation. Journal of Marketing Management, 26(3-4), 213-229.
• Birkinshaw, J. (2022). Move Fast and Break Things: Reassessing IB Research in the Light of the Digital Revolution. Global Strategy Journal, 12(4), 619-631.
• Brouthers, K.D., Geisser, K.D. ve Rothlauf, F. (2016). Explaining the Internationalization of Ibusiness firms. Journal of International Business Studies, 47(5), 513-534.
• Cavusgil, S.T. ve Knight, G. (2015). The Born Global Firm: An Entrepreneurial and Capabilities perspective on early and rapid internationalization. Journal of international business studies, 46, 3-16.
• Charles, L., Xia, S. ve Coutts, A. (2022). Digitalization and Employment: a Review, ILO, Geneva. https://www.ilo.org/employment/Whatwedo/Publications/WCMS_854353/lang--en/index.htm, (20.10.2023).
• Chen, L., Shaheer, N., Yi, J. ve Li, S. (2019). The International Penetration of Ibusiness Firms: Network effects, liabilities of outsidership and country clout. Journal of International Business Studies, 50(2), 172-192.
• Chimakurthi, V.N. S. S. (2020). Digital Asset Management in the Communication of Product Promotional Activities. Asian Business Review, 10(3), 177-186.
• Choi, H., Lee, E. ve Park, Y. R. (2021). Determinants of the Internationalization of Born-Digital Firms. Korean Social Science Journal, 48(3), 97-117.
• Deloitte (2019). “E-Ticaretin Gelişimi, Sınırların Aşılması ve Yeni Normlar”, https://tusiad.org/tr/yayinlar/raporlar/item/10309-e-ticaretin-gelisimi-sinirlarin-asilmasi-ve-yeni-normlar, (10.04.2023).
• Eden, L. (2016). Multinationals and Foreign Investment Policies in a Digital World. In E15Initiative, International Centre for Trade and Sustainable Development and World Economic Forum, Geneva. www.e15initiative.org, (16.04.2023).
• Frisinger, I. ve Schepens, K. (2023). International Expansion of ‘Born Digital’firms “How is the internationalization strategy of ‘Born Digital firms’ influenced by knowledge acquisition and the International orientation of Entrepreneurs?”. (Bachelor thesis). Göteborgs Universitet, Göteborg.
• Hennart, J. F. (2014). The Accidental Internationalists: A Theory of Born Globals. Entrepreneurship Theory and Practice, 38(1), 117-135.
• Huang, J., Henfridsson, O., Liu, M. J. ve Newell, S. (2017). Growing on Steroids: Rapidly Scaling the User Base of Digital Ventures Through Digital Innovation. MIS Quarterly, 41(1), 301-314.
• Jarosiński, M., Sekliuckiene, J. ve Kozma, M. (2023). Born Digitals: Understanding the Sustainable Competitive Advantage Across Different Markets. Artificiality and Sustainability in Entrepreneurship, 41-60.
• Leong, C., Pan, S. L. ve Liu, J. (2016). Digital Entrepreneurship of Born Digital and Grown Digital Firms: Comparing the Effectuation Process of Yihaodian and Suning. Thirty Seventh International Conference on Information Systems, Dublin, 11 Aralık 2016.
• Li, J., Chen, L., Yi, J., Mao, J. ve Liao, J. (2019). Ecosystem-specific Advantages in International Digital Commerce. Journal of International Business Studies, 50(9), 1448-1463.
• McIntyre, D. P. ve Srinivasan, A. (2017). Networks, Platforms and Strategy: Emerging Views and Next Steps. Strategic management journal, 38(1), 141-160.
• McKinsey Global Institute (2016). “Digital Globalization: The New Era of Global Flows”, https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/digital-globalization-the-new-era- of-global-flows, (18.04.2023).
• Mihailova, I. (2023). Business Model Adaptation for Realized International Scaling of Born-Digitals. Journal of World Business, 58(2), 101418.
• Monaghan, S., Tippmann, E. ve Coviello, N. (2020). Born digitals: Thoughts on Their Internationalization and A Research Agenda. Journal of International Business Studies, 51, 11-22.
• Nambisan, S. (2017). Digital Entrepreneurship: Toward A Digital Technology Perspective of Entrepreneurship. Entrepreneurship theory and practice, 41(6), 1029-1055.
• Oesterreich, T.D. ve Teuteberg, F. (2016). Understanding the Implications of Digitisation and Automation in the Context of Industry 4.0: A Triangulation Approach and Elements of a Research Agenda for the Construction Industry. Computers in industry, 83, 121-139.
• Ojala, A., Rollins, M., Fraccastoro, S. ve Gabrielsson, M. (2020). The Internationalization of B2B Digital Platform Providers: The Role of Cross-national Distance and Digital Characteristics. In Proceedings of the Annual Hawaii International Conference on System Sciences. University of Hawai'i at Manoa, pp. 4652-4661.
• Parente, R. C., Geleilate, J.-M. G. ve Rong, K. (2018). The Sharing Economy Globalization Phenomenon: A research agenda. Journal of International Management, 24, 52-64.
• Piqueras, S. (2020). Digital Internationalizing Firms (dif’s): A Systematic Literature Review and Future Research Agenda. Piccola Impresa/Small Business, 2, 21-60.
• Piqueras-Leon, S. ve Rialp Criado, A. (2023). Factors Influencing Born Digital Firms’ International Growth: A Qualitative Approach on Business Models. Available at SSRN 4478768.
• Richards, W. (2016). “Data Scientists Will Be Crucial in ‘'Cognitive’ Tech Economy”, Financial Times, 15 Ocak.
• Shaheer, N.A. (2020). Reappraising International Business in a Digital Arena: Barriers, Strategies and Context for Digital Internationalization. AIB Insights, 20(4), 1-5.
• Smailhodžić, E. ve Berberović, D. (2021). Digital Creativity: Upgrading Creativity in Digital Business. M. Soltanifar, M. Hughes ve L. Göcke (Ed.), Digital Entrepreneurship: Impact on Business and Society içinde (ss. 165-182). Switzerland: Springer International Publishing.
• Stallkamp, M. ve Schotter, A.P. (2021). Platforms Without Borders? The International Strategies of Digital Platform Firms. Global Strategy Journal, 11(1), 58-80.
• Stallkamp, M., Chen, L. ve Li, S. (2023). Boots on the Ground: Foreign Direct Investment by Born Digital Firms. Global Strategy Journal, 1-25.
• Thornhill, J. (2018). “The Rise of the Information Economy Threatens Traditional Companies”, Financial Times, 1 Nisan.
• UNCTAD (2019). “Digital Economy Report 2019”, https://unctad.org/publication/digital-economy-report-2019, (01.05.2023).
• Vadana, I.I., Torkkeli, L., Kuivalainen, O. ve Saarenketo, S. (2019). Digitalization of Companies in International Entrepreneurship and Marketing. International Marketing Review, 37(3), 471-492.
• Vadana, II., Torkkeli, L., Kuivalainen, O. ve Saarenketo, S. (2020). The Internationalization of Born-Digital Companies. Chidlow, A., Ghauri, P.N., Buckley, T., Gardner, E.C., Qamar, A., Pickering, E. (Ed.), The Changing Strategies of International Business içinde (ss. 199-220). The Academy of International Business. Palgrave Macmillan, Cham.
• Wentrup, R. (2016). The Online–offline Balance: Internationalization for Swedish Online Service providers. Journal of International entrepreneurship, 14, 562-594.
• World Investment Report (2017). “Investment and the Digital Economy”, https://investmentpolicy.unctad.org/publications/174/world-investment-report-2017---investment-and- the-digital-economy, (26.05.2023).
• Ye, M. S., Kang, Y. ve Scott-Kennel, J. (2022). Born-digital: The Internationalisation Path of Digital Firms. Proceedings of the 55th Hawaii International Conference on System Sciences, https://scholarspace.manoa.hawaii.edu/server/api/core/bitstreams/06cce034-a99c-434a-bfa5- 5d7cdcd4c673/content, (12.07.2023).