The digital economy, often facilitated by digital platforms, provides opportunities for both local and global entrepreneurs. This is evident from the increasing number of goods and services that are made available through online platforms, closing distances and barriers that were previously considered impenetrable. However, despite their potential and contributions to the global economy, they remain understudied in the field of international business.

The common misconception that virtual platforms are international by default may be a factor as to why they are understudied in this discipline. Nevertheless, website and interface optimization, technical resource acquisition, and the need to obtain manpower capabilities show that digital platform internationalization is an intentional and conscious decision.

Ojala et al. (2018) developed a digital platform internationalization model which utilizes supply-side bottlenecks as inter-stage indicators. To provide further support to this phenomenon, this study extends Ojala et al.’s (2018) digital platform internationalization model by considering both supply-side and demand-side barriers. Moreover, a new internationalization process model was constructed to highlight the iterative processes between early internationalization and commercialization. In addition to exploring the digital platform
internationalization process, this study also aims to identify the barriers and challenges firms face during this process, as well as suggestions overcoming them.

ABSTRACT 1
TABLE OF CONTENTS 3
LIST OF FIGURES 5
LIST OF TABLES 5

CHAPTER 1: INTRODUCTION
1.1 Research Background 6
1.2 Research Gap 8
1.3 Objectives and Research Questions 9
1.4 Defining Digital Platforms 10
1.5 Defining Internationalization of Digital Platforms 11

CHAPTER 2: LITERATURE REVIEW
2.1 Internationalization Process 13
2.1.1 Uppsala Model 13
2.1.2 International New Venture and Born Global 13
2.2 Internationalization Model by Ojala et al. (2018) 14
2.3 Demand-Side Barriers 16
2.4 Minimizing Barriers 18
2.5 Chapter Summary 20

CHAPTER 3: METHODOLOGY
3.1 Research Method 22
3.2 Research Framework 22
3.3 Case Unit of Analysis 24
3.4 Data Collection Method 26
3.4.1 Data Sources 26
3.4.2 Interview Guide and Protocol 27
3.5 Data Analysis Process 28

CHAPTER 4: CASE NARRATIVE AND FINDINGS
4.1 Firstory, Inc. Founding Story and Early Development 31
4.2 Local Market Dominance 32
4.3 Internationalization Process 35
4.3.1 Establishment and Preparation 35
4.3.2 Early Internationalization 37
4.3.3 Commercialization 40
4.3.4 Globalization 42

CHAPTER 5: ANALYSIS AND DISCUSSION
5.1 Key Findings and Activities 44
5.2 Extended Internationalization Model 45
5.2.1 Structure and Inter-Stage Indicators 46
5.2.2 Iterative Internationalization Process 47
5.2.3 Demand-Side Factors 49
5.2.4 Minimizing Barriers 50

CHAPTER 6: CONCLUSION
6.1 Conclusion 52
6.2 Contribution 53
6.3 Limitations, Potential Bias, and Directions for Future Research 54

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