Integrated Business Modelling for Developing Digital Internationalising Firms in Nigeria

Abstract

This research explores integrated business modelling, international entrepreneurship and internationalisation business development aspects of digital firms in Nigeria. This combination of perspectives is a new line of research in Nigeria. Specifically, the research examines: 1) the international entrepreneurial characteristics of digital firms; 2) how digital internationalisation patterns emerge; 3) current developments in the digital economy and their influences on the development and internationalisation activities of digital firms in Nigeria; 4) business model characteristics of digital firms, and 5) the challenges faced by digital firms in their internationalisation activities. Theoretically, the research integrates pertinent ideas from the international entrepreneurship, digital internationalisation, and business model literature, to develop a conceptual framework for the research. The existing models from these fields tend to be oriented towards developing international business and engaging in international markets generally, and so may be not suitable for digital internationalising firms. Building on the conceptual framework, the research therefore developed an integrated business template (IBMT) for Nigerian digital internationalising firms. This is the first research to explore the research objectives to this depth. The research adopts a qualitative and case study research methodology to explore the associated research questions and objectives. This methodology consists of critical review of key constructs associated with the research, construction of suitable interview questions related to the gaps in knowledge and research objectives. These questions supported the interview of founders and senior of five selected digital internationalising firms in Nigeria. This primary data is complemented by secondary data from related websites. This is the first research to explore the research objectives to this depth. The main findings from the research are as follows. Nigerian firms use: a hybrid approach which combines online and offline customer engagement strategies; data-driven decision making (big data analytics, for example); multifaceted platforms and third-party internationalisation to localise their offerings; in addition to strategies explored in the literature such as founders’ international experience, international market awareness and orientation. The research generates new knowledge and understanding about the development and internationalisation of these firms within the Nigerian context related business modelling, international entrepreneurship, and internationalisation research themes. Theoretically, the revised conceptual framework and resulting IBMT will support continuing work in this important area of research. Practically, the IBMT can be applied to other subunits of the selected case study firms, other emerging digital firms in Nigeria and Africa, and across different sectors, since the subunits explored in the thesis are mainly e-commerce and e-platform business lines. Methodologically, the approach adopted in the research can be replicated in the above contexts. The insights from the findings can also support effective government policies towards enhancing the development of digital firms, especially by creating enabling digital economy environment for their growth.