| dc.description.abstract | Digital transformation is a dominant topic globally. The rise of digital firms, the “born digitals” benefit from technological affordances, and threatens the survival of successful existing firms. Traditionally, the literature on digital transformation in existing industries focuses on companies from large economies, such as the US and China that take over local markets. However, there is limited research on how local platform entrants from smaller economies emerge. With this research gap in mind, this thesis examines the case of Oda, an online grocery retailer in Norway. Oda demonstrates relative success and occupied ~70% market share of the online grocery market in Norway in 2022. Based on in-depth expert interviews in the Norwegian grocery market and document analysis, I investigate the development of Oda and how it navigated the competitive environment in the existing grocery retailer market, which consists of few actors with near-duopololy tendencies, which raises barriers for new entrants. Traditional grocery retailers in Norway have not succeeded in the online grocery market yet because they focus on the existing market in which they operate. This thesis shows that a local platform company can emerge and transform existing domestic industry. Oda benefits from early mover advantage and demonstrates how a platform business is in fact more efficient than existing businesses. By leveraging new partnerships, combining technology and business model, Oda is slowly digitizing the old industry. The thesis opens up how a digital local entrant challenges a traditional market. Further research is needed to understand the scope of digital transformation in industries, the limits of digital transformations, and the possibilities that arise at the intersection of physical infrastructure and digital innovations. | eng |