بازاریابی جهانی در زمینه های کسب و کار به کسب وکار (چالش ها,پیشرفت ها و فرصت ها)

novinelc elsevier

بازاریابی جهانی در زمینه های کسب و کار به کسب وکار (چالش‌ها,پیشرفت‌ها و فرصت‌ها)

A B S T R A C T

The Internet has been shown to facilitate elements of internationalisation such as information
accumulation and network opportunities. However, there is limited understanding of how the Internet
combined with marketing capabilities drives international market growth. This study, based on a sample
of 224 Australian firms, develops and tests, using structural equation modelling (SEM), a conceptual
model of Internet marketing capabilities and international market growth. Results indicate that firms
deploying Internet marketing capabilities will benefit due to the reduction of information uncertainty
and increased capacity to develop international network capabilities. Moreover, Internet marketing
capabilities indirectly lead to international market growth when the firm has a high level of international
strategic orientation and international network capabilities. Overall, Internet marketing capabilities
enhance the firm’s ability to generate other internal capabilities within the firm, which in turn have a
positive impact on the international market growth of the firm.

Keywords:
Internet marketing capabilities
Information availability
Strategic orientation
Network capabilities
International market growth

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