Jurnal Manajemen Bisnis dan Keuangan
Vol. 3 No. 2 (2026): MBisKu, July 2026

DIGITAL TRANSFORMATION, OMNICHANNEL INTEGRATION, AND FOREIGN MARKET ENTRY: A LITERATURE REVIEW

Sora Baltasar (Universitas Pamulang)
Surya Budiman (Unknown)
Gregoria Eva Dita Kristina Sirait (Universitas Pamulang)



Article Info

Publish Date
10 Oct 2026

Abstract

This study examines how digital transformation contributes to foreign market entry through omnichannel integration and develops a sequential capability perspective linking these three constructs. A systematic literature review was conducted using 30 scholarly references identified through Scopus, Web of Science, and Google Scholar. The literature was systematically screened and synthesised based on its relevance to digital transformation, omnichannel integration, and foreign market entry. The findings support both proposed relationships. Digital transformation contributes to omnichannel integration by enabling shared information, interconnected processes, and coordinated customer interactions, although technological adoption alone is insufficient without organisational alignment. Omnichannel integration, in turn, facilitates foreign market entry by connecting digital and physical routes to customers, supporting market learning, and enabling progressive market development. The review further identifies omnichannel integration as the connecting capability that converts digital resources into coordinated foreign-market access. These findings suggest that firms should manage digital transformation, channel integration, and international expansion as interconnected strategic processes rather than separate initiatives. Future research should empirically validate the sequential model across industries, countries, and levels of digital maturity

Copyrights © 2026






Journal Info

Abbrev

MBISKU

Publisher

Subject

Economics, Econometrics & Finance

Description

MBisKu : Jurnal Manajemen Bisnis dan Keuangan is a scientific journal focused on topics related to Financial Management, Sharia Financial Management, Sharia Capital Markets, Sharia Business, Marketing Management, Human Resource Management, Entrepreneurship, Operational management, Business Digital, ...