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The empirical link between the internet, firm-specific characteristics, market characteristics, export marketing strategy and performance

By Vinh N Lu and Craig C Julian

Abstract

This study examines the impact of the Internet, firm-specific characteristics, market characteristics, and export marketing strategy on export marketing performance. The unit of analysis was an individual product/market export venture. The findings indicate that when the Internet was used for communication and to provide the firm with a competitive advantage it had a significant impact on the export marketing performance of the export market ventures in the sample. Firm-specific characteristics and export marketing strategy also had a significant impact on export marketing performance

Topics: Business, Communication Technology and New Media, International Business, Marketing, Technology and Innovation
Publisher: ePublications@SCU
Year: 2007
OAI identifier: oai:epubs.scu.edu.au:comm_pubs-1350
Provided by: ePublications@SCU
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