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Digital internationalisation

24 August 2016

How digital is your business?

Sweden is a country with a high digital maturity, well-developed infrastructure and good access to digital competence. The small and mid-size companies however shows a disquieting low level of maturity when it comes to exports, according to Business Sweden’s report “Internationalisation through digitalisation” from 2015. Now Business Sweden releases an updated version of the report where key success factors for international digitalisation is further explored.

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  • Question

    To what extent do you use content management in the selected, international market?

    Email marketing and digital newsletters: Use of email and digital newsletters to deliver tailored information and drive traffic to the website or web shop and further communicate and interact with the customer.

    (SEM/SEO): Tools and strategies used to make the website show in the top results when using search engines.

    E-commerce and online marketplace: Selling products and services online, either through a company-specific webpage or through e-commerce platforms that group retailers and companies, e.g. Amazon or Alibaba.

    Social media: Social platforms used to informally work with storytelling, and to create brand ambassadors among customers, partners and employees.

    Mobile devices: Portable devices that create an additional interface for marketing and sales, and allows for companies to reach customers in real-time.

    Digital tools for customer customisation: Tools and applications for gathering and analysing customer behaviour and preferences through big amounts of data “big data”, used to improve sales and marketing efficiency.

    Digital international value chains: Digital systems that interlinks different operations within the value chain, also known as “smart infrastructure”.

  • Score: /

    You seem to have a high international digitalisation level, excellent work! Continue your digital journey and strive for automatic solutions and a full multi-channel approach. For inspiration, check out success factor 4 and 5 in the report Internationalisation through Digitalisation.
  • Score: /

    You seem to have a moderate international digitalisation level. Continue the good work and push your company one step further on the digital journey. It is recommended to map what digital tools you currently lack and how they could benefit your company. For inspiration, check out the report Internationalisation through Digitalisation.
  • Score: /

    You are at the beginning of the digital journey. It is recommended to do a full inventory of your company's digital level, including what digital tools you currenty lack and the digital prerequisites for your international markets. Start by checking out success factor 1 and 2 in the report Internationalisation through Digitalisation.

Today, most companies have a webpage to market their products and services, and many companies combine their physical store sales with e-commerce. But, as soon as a company starts selling beyond the domestic market there is demand of local prerequisites knowledge, regulations and preferences. Most often, the whole business model needs to be adjusted to meet new digital conditions.

According to Business Sweden’s report “Internationalisation through digitalization” Swedish companies have a relatively low digital maturity, and only every other small or medium sized company has the right digital competence. The reason is lack of personnel with adequate knowledge, and difficulties to fund a digital strategy.

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