Theory and Practice of Internationalization: the Pixartprinting Case Study

This thesis analyzes the dynamics of internationalization in the contemporary digital economy, focusing on the specific operational requirements of the web-to-print business model. It explores the theoretical frameworks of international expansion, specifically the Uppsala model, the Born Global perspective, and Network Theory, and applies them to the case study of Pixartprinting. The research examines the company's evolution, its acquisition by the Cimpress Group, and the progressive development of its foreign presence. Relying on publicly available corporate documents and industry sources, the analysis highlights a strategic distinction between the expansion of digital commercial channels across multiple countries and the subsequent localization of physical production, culminating in the recent establishment of a US manufacturing facility. Ultimately, the thesis demonstrates that while digitalization facilitates initial international market access, sustainable foreign expansion in the web-to-print sector requires robust integration between online commercial interfaces and localized operational capabilities.