international business, international market, digital market, co-strategy, market entry strategy


Since the emergence of the digital era, changes have occurred in all aspects of life. This change also creates opportunities and challenges, especially in the international business world. Knowledge of market entry strategies in the digital era is an important matter. Therefore, a review is needed to understand the phenomena related to this topic. The method used in this review is a descriptive method of scientific articles obtained from Harzing's Publish or Perish tools. The results obtained indicate several important things that need to be known and variables that also need to be considered in dealing with market entry strategies in the digital era that can be used.


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Ahlgren, L., and R. Ahlstrand. 2017. “Co-Creation as a Market Entry Strategy Key Areas to Consider When Entering a Market by Co-Creating Digital HR-Tools.” KTH Royal Institute of Technology.

Asy’ari, R., R. D. Dienaputra, A. Nugraha, R. Tahir, C. U. Rakhman, and R. R. Putra. 2021. “Kajian Konsep Kowisata Berbasis Masyarakat Dalam Menunjang Pengembangan Pariwisata: Sebuah Studi Literatur.” Pariwisata Budaya: Jurnal Ilmiah Pariwisata Agama Dan Budaya 6, no. 1: 9–19.

Aversa, P., A. Huyghe, and G. Bonadio. 2021. “First Impressions Stick: Market Entry Strategies and Category Priming in the Digital Domain.” Journal of Management Studies 58, no. 7: 1721–60.

Chowdhury, E. K., B. K. Dhar, and A. Stasi. 2022. “Volatility of the US Stock Market and Business Strategy during COVID-19.” Business Strategy & Development 5, no. 4: 350–60.

Gojek. 2018. “GO-JEK Umumkan Peluncuran Perusahaan Di Vietnam (GO-VIET) Dan Thailand (GET) Sebagai Bagian Dari Ekspansi Internasional Tahap Pertama.” Gojek. 2018.

Guichardaz, R., L. Bach, and J. Penin. 2019. “Music Industry Intermediation in the Digital Era and the Resilience of the Majors’ Oligopoly: The Role of Transactional Capability.” Industry and Innovation 26, no. 7: 843–69.

Hayes, Ó., and F. Kelliher. 2022. “The Emergence of B2B Omni-Channel Marketing in the Digital Era: A Systematic Literature Review.” Journal of Business & Industrial Marketing 37, no. 11: 2156–68.

Herman, H., S. Sherly, Y. K. Sinaga, B. Sinurat, P. S. R. Sihombing, M. B. Panjaitan, L. Purba, J. A. Br. Sinaga, T. I. Marpaung, and A. Tannuary. 2022. “Socialization of the Implementation of Digital Literacy for Educators and Students in the Digital Era in Pematangsiantar City.” Jurnal Kreativitas Pengabdian Kepada Masyarakat 5, no. 6: 1683–89.

Katsikeas, C., L. Leonidou, and A. Zeriti. 2020. “Revisiting International Marketing Strategy in a Digital Era: Opportunities, Challenges, and Research Directions.” International Marketing Review 37, no. 3: 405–24.

Kim, J. 2018. “Market Entry Strategy for a Digital Platform Provider.” Baltic Journal of Management 13, no. 3: 390–406.

Li, G., X. Zhang, S. M. Chiu, M. Liu, and S. P. Sethi. 2019. “Online Market Entry and Channel Sharing Strategy with Direct Selling Diseconomies in the Sharing Economy Era.” International Journal of Production Economics 218: 135–47.

Marcinkowska, A. 2018. “Exploratory Study of Market Entry Strategies for Digital Payment Platforms.” Linköpings Universitet.

Nguyen, C., N. Ha, and N. Nguyen. 2022. “Factors Influencing the Intention to Use Food Delivery Application (FDA): The Case Study of GoFood d COVID 19 Pandemic in Vietnam.” In Information Systems Research in Vietnam: A Shared Vision and New Frontiers, edited by N. Hoang Thuan, D. Dang-Pham, HS. Le, and T.Q Phan, 133–44. Singapore: Springer.

Oktaviani, R. C., and F. N. Ichwan. 2021. “Creativepreneur in Era 5.0: Concept and New Path of Communication in Indonesian Urban Toys Artist.” In ICA 2019: Procedings of the 1st ICA Regional Conference, 97–103. Bali: European Alliance for Innovation.

Park, S. 2021. “A Study on the Analysis of Overseas Market Entry Strategy by Growth Stage for ICT Companies of the Post-COVID-19 Era.” International Journal of Police and Policing 6, no. 3: 39–53.

Prananda, N. I., B. C. Yin-Fah, L. L. Chen, and P. W. Chuen. 2020. “Go-Jek Company: Go-Jek’s Rise to Dominating Indonesian’s Markets and Southeast Asean.” Test Engineering and Management 82, no. 1: 735–43.

Rahmanov, F., M. Mursalov, and A. Rosokhata. 2021. “Consumer Behavior in Digital Era: Impact of COVID 19.” Marketing i Menedžment Innovacij, no. 2: 243–51. 2.

Rahmatullah, A. S., E. Mulyasa, S. Syahrani, F. Pongpalilu, and R. E. Putri. 2022. “Digital Era 4.0: The Contribution to Education and Student Psychology.” Linguistics and Culture Review 6, no. S3: 89–107.

Syahadat, R. M., and H. A. Kusworo. 2022. “Ketidakberlanjutan Dalam Konsumerisme Pariwisata: Sebuah Tinjauan Kritis.” Pariwisata Budaya: Jurnal Ilmiah Pariwisata Agama Dan Budaya 7, no. 1: 14–23.

Tjahjadi, B., N. Soewarno, J. Jermias, H. Hariyati, A. Fairuzi, and D. N. Anwar. 2022. “Does Engaging in Global Market Orientation Strategy Affect HEIs’ Performance? The Mediating Roles of Intellectual Capital Readiness and Open Innovation.” Journal of Open Innovation: Technology, Market, and Complexity 8, no. 1: 29.

Wang, X. 2022. “Study on Brand Construction and Communication Strategy of Nintendo Game Company in China Market in Digital Era.” In 2022 2nd International Conference on Management Science and Industrial Economy Development (MSIED 2022), 206–13. Clausius Scientific Press.

Watson IV, G. F., S. Weaven, H. Perkins, D. Sardana, and R. W. Palmatier. 2018. “International Market Entry Strategies: Relational, Digital, and Hybrid Approaches.” Journal of International Marketing 26, no. 1: 30–60.




How to Cite

Syahadat, R. M., & Peranginangin, J. (2023). MARKET ENTRY STRATEGIES DI ERA DIGITAL: SEBUAH TINJAUAN . SENTRI: Jurnal Riset Ilmiah, 2(11), 4766–4774.