“Fluffy stuff decides the game” : A multiple case study exploring utility of DCTs andstrategic choice of language in the internationalisation process

Abstract: Background: Professional services firms (PSFs) face unique challenges when internationalisingdue to their intangible services and the need to adapt to local markets. Digital technologies havemade internationalisation more efficient since firms utilise digital communication tools (DCTs).However, PSFs still struggle to internationalise due to the need to establish a local presence tocreate competitive advantages where language plays an important role integrated fully into thetargeted countries. Problem: The internationalisation of PSFs is a complex process that involves interrelated researchstreams, such as the utility of digitised tools and the importance of language strategy. However,the research is fragmented and lacks a multidimensional discipline that incorporates all factorsapplied when PSFs internationalise. Therefore, there is a need for more efforts to broaden theconceptualisation of the PSF internationalisation process. Purpose: Provide a multidimensional perspective on the practical and theoretical knowledge PSFsrequire when expanding internationally. The aim is to explore the phenomenon’s complexity tointernationalise as PSFs and the interrelationships with factors such as DCTs and language. Method: The research is a qualitative multiple-case study using semi-structured interviews toretrieve primary data. Triangulation is applied to guarantee an in-depth inquiry, combining primarydata and secondary data consisting of scanning social media platforms of the case companies andnon-responsive textual data in the form of company reports, websites, etc. The data was analysedusing thematic and cross-cage analysis. Conclusion: The results show the importance of relationships when PSFs internationalise and aneed to adapt locally. PSFs perceive the utility of DCTs as an enabler of internationalisation butdiscovered a limitation of DCTs where the importance of relationships and physical meetingscreate a gap when establishing relationships. In addition, language is strategically selected to meetthe market’s needs and increase local adaptiveness by using the local language. We can furtherconclude that the “fluffier stuff decides the game” when PSFs internationalise due to underlyingfactors such as language, cultural context and relationships, guiding how PSFs expand into foreignmarkets.