What should multinationals do to win the digital race?

Digital platforms are complex and costly ventures for companies. New research highlights strategies to optimise their efficiency in boosting international sales

By Pan Jingyi, Principal Writer, China Business Knowledge @ CUHK

As part of the world’s second-largest economy, Chinese enterprises have become increasingly important in global business and are actively expanding their digital outreach. According to the latest report by the National Data Administration, core industries in China’s digital economy contributed 10 per cent to the country’s GDP in 2023.

Chinese multinational enterprises (MNEs), including tech giants Huawei, Tencent, and Xiaomi are also advancing globally. For instance, Tencent Cloud has seen double-digit growth in international business over the past three years, excelling in Southeast Asia, Japan, the Middle East, and Europe. Thus, it is imperative for MNE managers to prioritise their digital strategies to maximise benefits while minimising costs.

“The overall time and efforts MNEs invest in developing and operating digital platforms impact their international sales in this fast-moving global technological era,” says Li Jingyu, Assistant Professor of the Department of Management at the Chinese University of Hong Kong (CUHK) Business School.

In collaborative research, Professor Li delved into the impact of managerial attention on digital platforms on international sales. The study titled Digital platform attention and international sales: An attention-based view was co-authored with Pan Yigang of York University, Caleb Tse of Nanyang Technological University, and Yang Yi of Shanghai Jiao Tong University.

Digital platform attention refers to the overall focus, effort, and resources that MNEs allocate to managing and optimising their digital platforms. It is a concept derived from the attention-based view theory, which emphasises the significance of managerial attention in influencing firm performance.

“MNEs with more intensive and persistent digital platform attention are more effective in reaching global customers and achieving better international sales, but MNEs with a more diversified or scattered scope suffer from constrained international sales,” says Professor Li.

Three dimensions of digital platform attention

In this research, the team explored how three dimensions of digital platform attention, including intensity, persistence, and scope, affect MNEs’ international sales. Intensity reflects the total managerial attention devoted to digital platforms, while persistence indicates the consistent focus that managers and decision-makers maintain on digital platforms over time. The scope refers to how many kinds of platforms managers focus on.

“Persistent managerial attention to digital platforms over time enables managers to spot opportunities, limitations, and problems.”

Professor Li Jingyu

The researchers analysed multinational enterprises in the China Stock Market and Accounting Research database from 2013 to 2018, when China’s digital platforms grew rapidly. They identified digital platform attention by extracting sentences with keywords related to digital features in companies’ annual reports, such as “platform,” “digital,” “online,” and “internet.” In total, they scrutinised 2,423 sentences from their sample of 784 Chinese MNEs.

The intensity of digital platform attention was measured by counting the number of sentences with digital keywords in the annual report, while the persistence of this attention was assessed based on the frequency of these mentions over a three-year span. Furthermore, the scope of attention was evaluated by categorising the types of digital platforms companies focused on.

Intensity and persistence are valuable

The results confirmed that MNEs with a higher intensity of digital platform attention have more international sales. A higher level of concentration on digital platforms compels managers to acquire profound insights for improving these platforms effectively, enabling companies to address issues with ample resources and enhance stakeholder engagement.

“As a result, problems and potential issues associated with the digital platform will be identified in a timely manner,” Professor Li says. “It can help organisations maintain good relations with their existing customers and identify potential new customers to achieve more sales.”

Likewise, MNEs with higher persistence of digital platform attention, reflecting their consistent focus, also demonstrate higher levels of international sales. “Persistent managerial attention to digital platforms over time enables managers to spot opportunities, limitations, and problems,” Professor Li explains, adding that consistent attention allows stakeholders to establish specialised routines and procedures, which can enhance communication with global partners and customers.

Contrary to the intensity and persistence, MNEs with a wider scope of attention have fewer international sales. Professor Li attributed this to the potential distraction stemming from a broader scope. “When MNEs divide their managerial attention across a diverse array of digital platforms, they likely experience information overload, which in turn may prevent them from realising the full benefits of those platforms,” she says.

The influence of geographical distance

MNEs may establish subsidiaries in remote areas to capitalise on opportunities like market expansion, cost efficiency, and government incentives. However, the geographical distance can create significant communication challenges and may influence the degree of focus companies allocate to their digital platform engagement. Consequently, MNEs need to pay more attention to effectively solving operational issues.

“When limited managerial attention has been resituated to remote subsidiaries, the focus on digital platforms may be reduced,” says Professor Li. “As a result, managers may neglect some details in improving their digital platforms.”

As anticipated, the team found that remote geographical distance weakens the positive impact of intense digital platform attention. However, the findings revealed that the impact on persistent attention remains unaffected. Professor Li notes that consistent focus on digital platforms can help companies establish stable routines, so digital platform-related operations can remain steady even when the managerial attention is distracted. “Some managerial attention can be released from digital platforms and redirected to remote subsidiaries and other operational issues to help promote international sales,” she adds.

Remote subsidiaries narrow digital platform focus

Managers may struggle to spread their attention across various digital platforms and remotely located subsidiaries simultaneously. Remote subsidiaries would force managers to focus on fewer types of platforms.

As a result, the negative impact of a wide scope of digital platform attention can be attenuated by remote geographical distance between headquarters and subsidiaries. While having a wide scope of digital platform attention can create challenges, the distance between headquarters and subsidiaries can help alleviate some of these issues by encouraging a more focused approach to platform management. Managers can address the needs of the platforms they focus on, and improvements will occur.

RELATED ARTICLE

Retail marketing in the digital era

“We suggest that top managers of MNEs should pay intensive, persistent, and focused attention to digital platforms when trying to sell more internationally, but be cautious about spreading managers’ attention across diverse platforms,” says Professor Li.

However, she notes that this study exclusively examined listed MNEs in China, suggesting that unlisted MNEs within China and MNEs from other markets could possess unique characteristics. “Future research can extend this study by exploring the relationship between digital platform attention and internationalisation in various types of MNEs.”