Digital strategy design and digital transformation: a review and future research directions

Purpose This paper aims to examine the current landscape of research at the intersection of digital strategy design, digital transformation and international marketing. Design/methodology/approach This paper applies a critical review of the literature. Findings In so doing, it thematically classifies existing literature into the four macro themes and twelve micro themes that converge on a coherent account, shaping an organizing framework that captures the impact of digital transformation in international marketing. Originality/value Lastly, the paper offers several future research directions to move the field forward, as well as insights and practical tools to support marketing scholars and executives of multinational enterprises, emerging market multinationals and global brands in understanding the role and interconnection of digital transformation within the context of international marketing.