Background: The concept of business internationalization processes has been discussed by researchers over decades. As business environments are changing, so must the theories that describe the dynamics within these environments. Globalization 4.0 does represent such a changing environment, which also in many ways affected the ways businesses internationalize their operations today. Simultaneously many traditional models of internationalization exist, which contain valuable findings that cannot be neglected. Representing such traditional models, the Uppsala model of internationalization has been chosen as the theoretical framework of this study.

Purpose: It is the purpose of this study to add valuable implications towards an ongoing discussion on contemporary firm’s internationalization processes. By conducting this research, suggestions should be made regarding the applicability of the traditional Uppsala model as well as potential adjustments that could make the model more applicable during globalization 4.0. Valuable input should be provided on how internationalization has changed for businesses to date.

Method: The purpose of this study was served by conducting a qualitative single case study on a digital service business which recently expanded its business operations abroad. Data was gathered through in-depth, open-ended manager interviews which were complemented by customer reviews. The data was analyzed using an inductive content analysis approach.

Conclusion: It is the main finding of this study, that although the business environment is changing drastically during globalization 4.0, some traditional assumptions regarding business internationalization processes remain unchanged. This was found to be likely due to psychological and subjective factors rather than a lack of possibilities for changing processes. Hence, some parts of the Uppsala model are still applicable today, while some adjustments to it were also made according to the findings.