Internationalization in the cloud: an explorative study of B2b saas provider into the Iberian market

Abstract

In today’s world, the trend of digitalization and globalization is undeniable. Covid-19 spurred digitalization, and SaaS models proved their power on a global scale. However, rapid change, digitalization, and global competition demand rethinking and generate new perspectives on traditional internationalization theories for software enterprises. This paper “Internationalization in the Cloud: An Explorative Study of B2B SaaS Provider into the Iberian Market” discusses elements that influence the internationalization of B2B SaaS businesses to Iberia. A thorough investigation of (1) Internationalization theories in the context of SaaS enterprises and (2) Challenges and drivers within Iberia, differentiating between Spain and Portugal, is conducted. The qualitative approach and the interview process with 23 interviewees in senior positions at B2B SaaS firms that have expanded to Iberia add to the existing literature of internationalization theories. Furthermore, drivers and challenges within Iberia are discussed, and practical suggestions for a successful SaaS internationalization are given.