Denna studie undersöker internationaliseringsprocessen av e-handelsbolag med fokus på hur psychic distance, ett koncept som hanterar upplevda skillnader i bland annat språk, kultur och politik mellan olika marknader, spelar in i internationaliseringen. Syftet med studien är alltså att undersöka vad den befintliga litteraturen inom fältet för International Business studier säger om sambandet och vilken roll psychic distance spelar i internationaliseringen av e-handelsbolag. Detta kommer göras genom att besvara följande två forskningsfrågor: Vilken roll spelar psychic distance i e-handelsbolags internationaliseringsprocess? samt På vilket sätt har betydelsen av psychic distance förändrats i och med e-handeln? Studien baseras på teorierna kring psychic distance och nätverk från Uppsalamodellens internationaliseringsteorier, CAGE-ramverket samt e-handel och ”the virtuality trap” för att undersöka sambandet mellan dessa traditionella teorier och nya tekniska utvecklingar i form av e-handel. För att undersöka detta har en systematisk litteraturstudie baserad på 29 artiklar från fem olika journaler på fältet genomförts. Resultatet från denna analyserades sedan med hjälp av en tematisk analys för att identifiera mönster i materialet. Detta ledde fram till ett antal slutsatser och det konstaterades att psychic distance spelar en roll även i internationaliseringen av e-handelsbolag men inte riktigt samma roll som för traditionella bolag. Det konstaterades även att betydelsen av psychic distance har ändrats mycket i och med e-handeln och att även om teknik sägs minska avstånd så kan avstånden ändå inte helt elimineras. Slutligen konstateras att det finns mer att lära om psychic distance i e-handelssammanhang och att mer forskning på området är önskvärt. / This study examines the internationalization process of e-commerce companies with a focus on psychic distance, a concept that deals with perceived differences in, among other things, language, culture and politics in different markets and how this plays a role in internationalization. The purpose of the studies is to examine what the existing literature within the field of International Business studies says about the role psychic distance plays in the internationalization of e-commerce companies. This was done by answering the following two research questions: What role does psychic distance play in the internationalization process of e-commerce companies? as well as In what way has the meaning of psychic distance changed with e-commerce? The study is based on the theories around psychic distance and networks from the Uppsala model's internationalization theories, the CAGE-distance framework as well as e-commerce and the virtuality trap to examine the connection between these traditional theories and new technological developments in the form of e-commerce. To investigate this, a systematic literature review, based on 29 articles from five different scientific journals within the field of interest was conducted. The results from these were then analyzed using a thematic analysis to identify patterns in the material. This led to several conclusions, and it was established that psychic distance does plays a role in the internationalization of e-commerce companies, but not quite the same role as for traditional companies. It is also established that the meaning of psychic distance has changed a lot with e-commerce and that even though technology is said to reduces distance, the distance cannot be eliminated. Finally, it is established that there is more to learn about psychological distance in an e-commerce context and that more research in the area is desirable. This thesis is written in Swedish.

This study examines the phenomenon of the usage of e-commerce in relation to firms’ internationalization process. Consequently, the study investigates risks and psychic distance in relation to prior research within International business, Internationalization and e- commerce, while focusing on the latest era of academia, namely “Internetalization”. The study investigates how e-commerce and its tools reduce perceived risks associated with firms’ internationalization process and what challenges Swedish SME’s identify while using e- commerce as a tool for internationalization. The study takes a qualitative, multiple case study approach focusing on Swedish SME’s operating in foreign markets within the retail industry. The findings indicate that e-commerce has the potential to generate international market expansion for Swedish SME’s. Further findings show that e-commerce and its tools are leveraged by Swedish SME’s to source, access and exchange valuable information whilst reducing perceived risk related to internationalization since it gives SME’s access to essential information needed for further expansion. Two main challenges are identified. Firstly, trustworthiness and secondly transforming gathered information into valuable information and knowledge. Consequently, the main challenge identified in the internationalization process of Swedish SME’s, resides in coping with the underlying presence of “psychic distance” or “virtuality trap”.

Research pertaining to the role of active online internationalization (AOI) in the context of Born Globals has been shown to be an under-researched area of study. This compelled us to explore the possible benefits and challenges that may come from pursuing AOI for Swedish Born Globals. Our theoretical framework combined literature concerning Born Globals and their rapid internationalization with the notion of learning advantages of newness and literature regarding AOI into a theoretical model. Our theoretical investigation displayed a lack of research dealing with the potential challenges of AOI; with the virtuality trap of Yamin and Sinkovics (2006) being the exception. Through abductively analyzing qualitative data collected from four Swedish Born Globals with our theoretical model, we arrived at a number of empirically testable propositions that highlight the effects of using AOI for Swedish Born Globals. Our analysis leads to the conclusion that there are more challenges for Swedish Born Globals pursuing AOI than previously identified by present literature.

Digitalisation is one of the greatest transformations in modern times and has impacted organisations, industry structures and the society as a whole. It provides new opportunities for fashion firms to interact with different stakeholders and has altered the way firms operate in foreign markets. Based on in-depth interviews with managers of Swedish high-end fashion firms, the aim of the study was to explore what impact digitalisation has on managers’ perceived psychic distance in their international operations. In particular, how managers use digital technologies to obtain and interpret information about supply and demand conditions in foreign markets was examined. The empirical findings indicate that digital technologies are essential for firms today, as they have increased information availability, enhanced information usage and improved interactive communication. This, in turn, leads to a reduction of managers’ perceived psychic distance.

Due to strong growth in the virtual business environment, online internationalization has become a topic of high interest. This makes it necessary for firms providing software online to carefully investigate and understand barriers and differences in countries before entering them. Further, companies expanding abroad face a variety of differences compared to their home market, which has to be carefully understood in order to succeed internationally and to avoid misinterpretations. This thesis took a qualitative approach and was based on six semi-structured interviews with open-ended questions, all performed with CEOs, founders or managers with explicit knowledge in the online internationalization phase of their firms. The insights from the interviews acknowledge which differences and barriers the firms faced and how they perceived them. The outline and result of the study were based on the four dimensions of cultural, administrative, geographic and economic challenges. The result showed that the cultural and geographic dimensions were barely perceived as barriers by the firms, the administrative dimensions moderately, whereas the companies clearly perceived the economic dimensions as barriers in their internationalization processes. Additional findings of the study were the importance of cultural leadership, hierarchies & decision-making processes, high-density clusters and pricing strategies.