Impact of digital social networks on the internationalization process of traditional SMEs an engine boosted by the Covid-19 crisis?
The digital transformation of companies is no longer an option in the contemporary world. Covid-19 has brought the flagrant demonstration of the digital potential in all areas of economic activity and the realization that a return to “pre-pandemic” functioning is unlikely. Our study focuses on traditional companies whose internationalization is the main lever for growth. We seek to understand how digital social networks impact their internationalization process and can be a driver of their development. The longitudinal exploratory study deployed with traditional French SMEs highlights the key role of social networks in this process. The use of these platforms is a prerequisite for international development and leads companies to question their digital identity, their new skills, and the pivotal role they could play in a digital business ecosystem. In the continuity of the work of the Uppsala school, our results suggest an evolution of the Uppsala Model (Johanson and Vahlne, 2009) towards a hybrid international development model: traditional and digital. The latter highlights three main mechanisms with an accelerating effect: the reward system, the principle of social validation, and operation according to the ecosystem logic of digital platforms. Finally, we present managerial recommendations to help SMEs address this strategic shift.