Digital technologies and digital media are changing the environments in which firms interact with customers. However, the evolution of digital organizational forms, customer technology use, and the nature of customer journeys differ significantly across global markets. Drawing on observations of customer journeys across different international markets, the authors propose a framework to explain the observed differences in terms of the cross-cultural and socioeconomic factors that influence customer journeys. The authors put forth several propositions built on logical extensions of the extant research findings and identify areas for future academic research. In addition, they outline the managerial implications arising from the application of the framework for multinational firms seeking to market their products and services across global markets.

中文翻译：

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全球市场中的数字环境：对不断发展的客户旅程的跨文化影响

数字技术和数字媒体正在改变企业与客户互动的环境。但是，数字组织形式的演变，客户技术的使用以及客户旅程的性质在全球市场之间存在显着差异。作者基于对不同国际市场上客户旅程的观察，提出了一个框架来解释观察到的影响客户旅程的跨文化和社会经济因素的差异。作者根据现有研究结果的逻辑扩展提出了一些主张，并确定了未来学术研究的领域。此外，它们概述了该框架对寻求在全球市场上销售其产品和服务的跨国公司的应用所带来的管理意义。