Digital Environment in Global Markets: Cross-Cultural Implications for Evolving Customer Journeys. Issue 1 (March 2020)

• Record Type: Journal Article
• Authors: Nam, Hyoryung; Kannan, P.K.
• Is Part Of: Journal of international marketing. Volume 28:Issue 1(2020)
• Page Start: 28
• Page End: 47
• Publication Date: 2020-03
• Subjects: customer journey -- cross-cultural marketing -- AI -- omnichannel marketing -- privacy; Export marketing -- Periodicals; Export marketing -- Management -- Periodicals; 382.605
• DOI: 10.1177/1069031X19898767
• Languages: English
• ISSNs: 1069-031X

Abstract

Digital technologies and digital media are changing the environments in which firms interact with customers. However, the evolution of digital organizational forms, customer technology use, and the nature of customer journeys differ significantly across global markets. Drawing on observations of customer journeys across different international markets, the authors propose a framework to explain the observed differences in terms of the cross-cultural and socioeconomic factors that influence customer journeys. The authors put forth several propositions built on logical extensions of the extant research findings and identify areas for future academic research. In addition, they outline the managerial implications arising from the application of the framework for multinational firms seeking to market their products and services across global markets.