Abstract
ABSTRACT The study argues on how digital technologies and digital transformation challenge exporting firms across the globe. To respond upon this challenge, present study attempts to solve multi-fold problems. The constructs that influence the digital transformation process are conceptualized. The empirical results of the study are based on 285 responses collected from export and international managers from Indian manufacturing exporting firms. The proposed hypotheses are tested by applying structural equation modelling (SEM). The results reveal that the technology, environment, ethics, and business process organization impact the ‘digital transformation adoption’, thereby increasing efficiency. The results confirm that the performance of exporting firms is correlated with advanced digital technologies, digital transformation capabilities, and strategic imperatives. The study offers critical decision variables and a complete transformation roadmap to exporting firms, especially those aspiring to digital transformation.
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