Digital Transformation and Its Impact on International Marketing Strategies of Indian Export Firms

Abstract

Digital transformation has emerged as a critical driver of competitiveness in the global marketplace, particularly for export-oriented firms operating in emerging economies such as India. This study examines the impact of digital transformation on the international marketing strategies of Indian export firms. Adopting a mixed-method approach, the research integrates quantitative survey data from export firms with qualitative insights from industry experts. The findings reveal that digital technologies such as artificial intelligence, big data analytics, e-commerce platforms, and social media have significantly enhanced global market access, customer engagement, and strategic decision-making. However, challenges such as digital skill gaps, cybersecurity concerns, and infrastructural constraints continue to affect adoption. The study contributes to existing literature by providing empirical insights into the evolving digital landscape and offers practical recommendations for firms and policymakers.