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Abstract(s)
Cloud computing is emerging as a computing paradigm wherein virtual distribution channels
are enabled and used as innovative entry modes (Brown and Johnson, 2012). Through this
technology, global scale efficiency is promised, delivering operational capabilities with
important value to the development of hybrid international marketing strategies underlying
today’s global competitive set (Brown and Johnson, 2012) where access to contextualized
knowledge is becoming crucial (Bughin, Byers and Chui, 2011).
Current practices however indicate that companies are not addressing these capabilities to
build flexible delivery platforms and engage knowledge-driven strategies (Brown and Johnson,
2012). Boosted by the gap between these initiatives, this research explores how to develop
knowledge-driven internationalization strategies based on cloud architectures, pursuing a case
study analysis on a Portuguese software vendor, which recently invested on a cloud-based
delivery platform to assemble a knowledge-driven internationalization strategy.
Significant influences of cloud computing were found in the development of flexible delivery
platforms during the process of externalization of the company. These findings contribute with
further insights into understanding the coupling between cloud-based distribution strategies
and knowledge-driven internationalization patterns. A consistent example of a cloud
enterprise as a business enabler in knowledge-driven economies is thus proven possible,
suggesting how flexible delivery platforms can be engaged within the development of
metanational strategies in the current competitive environment.