TY - JOUR
T1 - The internet, strategy and performance
T2 - A study of Australian export market ventures
AU - Lu, Vinh Nhat
AU - Julian, Craig C.
PY - 2008/7/23
Y1 - 2008/7/23
N2 - 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. Data were gathered via a self-administered mail survey of 315 Australian firms involved in exporting. The findings indicate that, when the Internet was used for communication purposes and to provide the firm with a competitive advantage, it had a significant impact on export marketing performance. Firm-specific characteristics and export marketing strategy also had a significant impact on export marketing performance.
AB - 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. Data were gathered via a self-administered mail survey of 315 Australian firms involved in exporting. The findings indicate that, when the Internet was used for communication purposes and to provide the firm with a competitive advantage, it had a significant impact on export marketing performance. Firm-specific characteristics and export marketing strategy also had a significant impact on export marketing performance.
KW - Export marketing performance
KW - Firm-specific characteristics
KW - Marketing strategy
KW - The Internet
UR - http://www.scopus.com/inward/record.url?scp=67650066362&partnerID=8YFLogxK
U2 - 10.1080/08911760802152132
DO - 10.1080/08911760802152132
M3 - Article
SN - 0891-1762
VL - 21
SP - 231
EP - 240
JO - Journal of Global Marketing
JF - Journal of Global Marketing
IS - 3
ER -