DIGITAL TRANSFORMATION, OMNICHANNEL INTEGRATION, AND FOREIGN MARKET ENTRY: A LITERATURE REVIEW
DOI:
https://doi.org/10.56633/mbisku.v3i2.1607Keywords:
Digital Transformation, Omnichannel Integration, Foreign Market Entry, Internationalisation, DigitalisationAbstract
This study examines how digital transformation contributes to foreign market entry through omnichannel integration and develops a sequential capability perspective linking these three constructs. A systematic literature review was conducted using 30 scholarly references identified through Scopus, Web of Science, and Google Scholar. The literature was systematically screened and synthesised based on its relevance to digital transformation, omnichannel integration, and foreign market entry. The findings support both proposed relationships. Digital transformation contributes to omnichannel integration by enabling shared information, interconnected processes, and coordinated customer interactions, although technological adoption alone is insufficient without organisational alignment. Omnichannel integration, in turn, facilitates foreign market entry by connecting digital and physical routes to customers, supporting market learning, and enabling progressive market development. The review further identifies omnichannel integration as the connecting capability that converts digital resources into coordinated foreign-market access. These findings suggest that firms should manage digital transformation, channel integration, and international expansion as interconnected strategic processes rather than separate initiatives. Future research should empirically validate the sequential model across industries, countries, and levels of digital maturity
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