Big data analytics and internationalisation in Italian firms

The chapter focuses on the role of big data in developing firms’ international e-commerce. We explore the effect of three different types of big data approaches on the probability of firms entering international markets via web sales. Specifically, we consider the following approaches: (a) use of big data managed by internal firm staff; (b) use of big data managed by specialised consulting firms; and (c) use of big data jointly managed by internal firm staff and specialised consultant firms. Applying qualitative data models on a large sample of Italian firms (about 18,900 firms), we find that the use of big data managed by internal staff or by specialised consulting firms is positively associated with the development of international e-commerce, but with important differences in relation to the firm size.