The contribution of digitization to successful international expansion: lessons from Decathlon’s strategic movements

Abstract

Purpose The purpose of this paper is to explain to what extent digitization is an opportunity to international development of the firm by drawing on the international expansion of the French Decathlon group. The retailer and manufacturer have adopted a number of interesting strategies, following “specific movements,” as the authors have noted. Design/methodology/approach Data were collected using the Europress database. The authors compiled press articles about the development of the Decathlon company and discussed the various stages of the brand's growth to enhance understanding and propose refinements to the current knowledge of companies' internationalization. Findings The findings support the idea that digitization of the distribution and production chain reduces transaction costs and accelerates the conquest of market share. Digitization brings new experiential knowledge to companies and facilitates internationalization. Decathlon's success lies not in its resources or in the art of managing its internal capabilities, but rather in the ability to combine organizational resources with key external capabilities (development of technological partnerships). Originality/value The originality of this research lies in the logic of deepening the steps of companies’ internationalization integrating new technologies that shift current comprehension of this phenomenon. After the COVID-19 period, digitization is accelerated and represent threats and probably opportunities to break down barriers to companies’ abroad expansion.