The Internet, Strategy and Performance: A Study of Australian Export Market Ventures

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 Au...

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Bibliographic Details
Published in:Journal of global marketing 2008-07, Vol.21 (3), p.231-240
Main Authors: Lu, Vinh Nhat, Julian, Craig C.
Format: Article
Language:English
Subjects:
export marketing performance
Exporters
firm-specific characteristics
Impact analysis
Internet
Market strategy
Marketing
marketing strategy
Studies
The Internet
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Summary: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.
ISSN:0891-1762
1528-6975
DOI:10.1080/08911760802152132