Digital maturity as startup internationalization process enabler

Purpose While Industry 4.0 has led many firms to rethink their internationalization strategies and enabled others to expand rapidly across borders, studies on how Industry 4.0 technologies reshape the internationalization process of startups at various stages of maturity remain limited. This study aims to explore how adopting Industry 4.0 technologies influences the internationalization process of startups. Specifically, it investigates how digital maturity and advanced technologies enable startups to enhance their internationalization strategies, scope and speed. Design/methodology/approach A multiple-case study methodology was used, gathering data from nine European startups across various industries. In-depth semi-structured interviews were conducted to assess the digital maturity and the deployment of Industry 4.0 technologies in their internationalization efforts. The collected data were analyzed through theoretical coding using Atlas.ti software. Findings The findings reveal that adopting advanced technologies, such as artificial intelligence, big data and cloud computing, significantly supports startups in market screening, global collaboration and decision-making during international expansion. Moreover, digital maturity was found to enhance the speed and scope of internationalization, with more digitally mature firms adopting faster and broader global strategies. Originality/value This study contributes to the literature by integrating internationalization theories with the digital maturity model, providing practical insights into how Industry 4.0 technologies reshape the internationalization process of startups. It offers a comprehensive framework for understanding how digital maturity impacts strategy, scope and speed in the global expansion of startups. The research bridges a critical gap in understanding the relationship between digitalization and startup internationalization in a rapidly evolving technological landscape.