Shane Mathews , Constanza Bianchi , Keith J. Perks , Marilyn Healy
Keywords: Internet marketing capabilities, Information availability, Strategic orientation, Network capabilities, International market growth
Brighton, England, United Kingdom
International Business Review
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 firmsdeploying Internet marketing capabilities will benefit due to the reduction of information uncerta intyand 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 apo sitive impact on the international market growth of the firm.
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