Understanding Firms’ Internationalization Through Chinese Digital Ecosystems And Guanxi Networks

This paper focuses on the Chinese digital market with the aim to understand how context-specific characteristics – such as Guanxi - of Chinese digital platforms and ecosystems affect opportunities for firms entering this market. Through a multiple-case study analysis of Italian food & wine industry and its internationalization activity in China, the Chinese digital ecosystem is analyzed and a multiple-stakeholder view of the interactions within Chinese digital ecosystems is provided, reaching relevant contributions to international marketing literature.