Abstract:
This study explores the transformative impact of digital technologies on traditional multinational corporations (MNCs) within the international business (IB) landscape. Focused on the specific context of MNCs entering emerging markets (EMs), the research employs the OLI (Ownership-Location-Internalization) eclectic paradigm theoretical framework. This framework serves as a lens through which to examine the applicability and distinctions of the OLI model in the face of the profound changes wrought by digitalization. The study, conducted through a qualitative narrative inquiry, utilizes semi-structured interviews as a primary data collection method. Employing triangulation with primary data collected using semi-structured interviews, the research seeks to contribute new insights to the understanding of how traditional MNCs navigate the challenges and opportunities presented by digital transformation in their internationalisation strategies entering EMs.
