Finnish start-ups that operate in the energy sector, face the challenges of performing in a limited national market, which forces them to seek for foreign revenues and enhance international commitment. The process of internationalization can be speed up through the implementation of particular strategies based on digitalization. Overall, as the concept of digitalization and resultant popularity of digital marketing tools together have increasingly influenced the internationalization of new ventures, the research question of the thesis is: “How does digital marketing affect the speed of internationalization of start-ups?” The theoretical part of the thesis is based on earlier research and literature. In particular, it is focused on the topics of digital marketing, speed of internationalization and start-up. In addition, the link between these concepts is provided within the literature review. The empirical research conducted through five qualitative in-depth interviews with the CEOs and the digital marketing managers of four Finnish start-ups that operate in the energy sector. The object of the interviews was to examine the speed of internationalization process together with digital marketing practices. In particular, this work addresses the main digital tools primarily used by these new ventures and the main benefits and risks associate with their implementation. Digital marketing strategies are been studied also concerning the so-called ‘four forces of internationalization’.
According to the results, entrepreneurs of new businesses need to internationalize to increase their competitiveness as well as to reach a significant number of potential customers in a fast way. The information collected during the development of the research shows that the most used digital tool for all the start-up is the social network LinkedIn, alongside to creation of the Website. Furthermore, according to the findings, the presence of high competition in the energy industry, the entrepreneur experience and knowledge in the international sector and in the digital marketing field as well as the creation of international networks through the use of digital tools, are able to accelerate the internationalization of a start-up. Lastly, all the new business except Heliostorage present a clear and structured digital marketing strategy. Furthermore, even if the respondents have a favorable view towards digital marketing not everyone is using the various channels to the fullest potential.