Digital fødtes retoriske strategier og adfærd i platform netværk

Nicolaj Hannesbo Petersen, Erik Stavnsager Rasmussen

Publikation: Konferencebidrag uden forlag/tidsskriftPosterForskningpeer review


The internationalization is changing for most firms due to digital technologies in an increasingly net-worked landscape. Digitalization enables greater integration with many different, potentially complemen-tary, actors within a firm's network. You can argue that digital firms from inception, named born digitals, have additional and potentially better network opportunities for internationalization than less digitalized firms. Thus, there is a theoretically and empirically requirement to understand the network behavior of born digitals. Some of these born digitals operate around digital platforms that bring together producers and users or complementary offerings where in-between brokers can intervene and extract value from the engagement. Brokers are vital within complex networks because they coordinate and exchange in-formation, resources, and knowledge between disconnected actors. The broker's behavior is central to the understanding of network dynamics.
Furthermore, network dynamics are essential to understand the internationalization process. This study's born-digital broker develops the platform network through rhetorical strategies of logos, ethos, and pa-thos. Through these means, the broker can act within its network. Specifically, this study focuses on two cases of born digitals that operate and intermediate around health platforms. Longitudinal qualitative data of eg. interviews, archival data, observation, give an accurate and rich description of the cases.
Bidragets oversatte titelDigital fødtes retoriske strategier og adfærd i platform netværk
Publikationsdato10 dec. 2020
StatusUdgivet - 10 dec. 2020
BegivenhedEuropean International Business Academy, 2020, Online, December 10-12: International Business in the Pandemic and Post-Pandemic Era - Institute for International Business (IIB), WU Vienna, Austria, Wien, Østrig
Varighed: 10 dec. 202012 dec. 2020
Konferencens nummer: 46


KonferenceEuropean International Business Academy, 2020, Online, December 10-12
LokationInstitute for International Business (IIB), WU Vienna, Austria


  • e-business
  • markedskommunikation