Learning-Driven Internationalization in Project-Based Software Services SMEs: A Case Study of Orion Tech

Abstract

This thesis explores how internationalization strategy evolves through learning in project-based software services SMEs. The study examines Orion Tech, a Bulgarian software services firm expanding across Fin-land, the United States, and the United Kingdom. Using a qualitative single-case strategy and an abductive research approach, primary data were collected through asynchronous written interviews and analyzed through thematic analysis.

The study uses existing internationalization and learning-based theories as an analytical framework for interpreting Orion Tech’s internationalization experience. Rather than developing a new theoretical model, the thesis uses this framework to identify how market experience, partner relationships, leader-ship interpretation, and organizational learning shaped strategic adaptation over time.

Findings show that international expansion in project-based software services firms is not linear but iterative and relationship-driven. Capabilities enable cross-border delivery, networks open market access, and leadership interpretation of experience shapes strategic evolution. The thesis provides practical recommendations for Orion Tech and similar project-based software services SMEs seeking to approach future international expansion in a more selective, learning-based, and strategically grounded way.