Born global in the digital age: Exploring the internationalisation strategies of Croatian digital marketing agencies

Abstract

This study contributes to the general body of knowledge on the born global theory in the specific context of digital marketing agencies. In today’s interconnected digital landscape, driven by rapid technological advancements and evolving market dynamics, many companies across diverse sectors are shifting their growth strategies toward proactive internationalization. This study looks at the determinants and challenges of the internationalization strategies of digital marketing agencies in Croatia. The motivations, obstacles, and strategic choices that guide these agencies on their ‘born global’ journey are explored through a qualitative analysis. The research findings revealed that these agencies are venturing into global markets by taking advantage of competitive pricing, gaining invaluable experience, and expanding their competencies. This experiential learning shapes their strategies and operations and increases their competitiveness. On the other hand, Croatian digital marketing agencies face numerous obstacles to internationalization, including a lack of resources and market information, language barriers, and the complexity of managing remote multicultural teams. To overcome these challenges, agencies employ various strategies, such as utilizing word of mouth and maintaining a physical presence in target countries, emphasizing the importance of adaptability and resource commitment in successful international expansion. In addition, agencies employ direct foreign investment, client-driven regional expansion, and remote working to navigate the complexities and opportunities of international business.

Keywords

• born global
• internationalization
• digital agencies
• SMEs
• Croatia