Born Digitals network behavior through rhetorical strategies

Nicolaj Hannesbo Petersen, Erik Stavnsager Rasmussen

Research output: Contribution to conference without a publisher/journalPosterResearchpeer-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.
Translated title of the contributionDigital fødtes retoriske strategier og adfærd i platform netværk
Original languageEnglish
Publication date10 Dec 2020
Publication statusPublished - 10 Dec 2020
EventEuropean 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, Austria
Duration: 10 Dec 202012 Dec 2020
Conference number: 46


ConferenceEuropean International Business Academy, 2020, Online, December 10-12
LocationInstitute for International Business (IIB), WU Vienna, Austria
Internet address


  • e-business
  • market communication

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