Digital Environment in Global Markets: Cross-Cultural Implications for Evolving Customer Journeys

Hyoryung Nam, P. K. Kannan

Research output: Contribution to journalArticlepeer-review

53 Scopus citations


Digital technologies and digital media are changing the environments in which firms interact with customers. However, the evolution of digital organizational forms, customer technology use, and the nature of customer journeys differ significantly across global markets. Drawing on observations of customer journeys across different international markets, the authors propose a framework to explain the observed differences in terms of the cross-cultural and socioeconomic factors that influence customer journeys. The authors put forth several propositions built on logical extensions of the extant research findings and identify areas for future academic research. In addition, they outline the managerial implications arising from the application of the framework for multinational firms seeking to market their products and services across global markets.

Original languageEnglish (US)
Pages (from-to)28-47
Number of pages20
JournalJournal of International Marketing
Issue number1
StatePublished - Mar 1 2020
Externally publishedYes


  • AI
  • cross-cultural marketing
  • customer journey
  • omnichannel marketing
  • privacy

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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