Internet usage, internet intensity and international sales performance SME's : a structural model approach
Data(s) |
01/12/2011
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Resumo |
There has been much written about the Internet’s potential to enhance international market growth opportunities for SME’s. However, the literature is vague as to how Internet usage and the application of Internet marketing also known as Internet marketing intensity has an impact on firm international market growth. This paper examines the level and role of the Internet in the international operations of a sample of 218 Australian SMEs with international customers. This study shows evidence of a statistical relationship between Internet usage and Internet marketing intensity, which in turn leads to international market growth, in terms of increased sales from new customers in new countries, new customers in existing countries and from existing customers. |
Formato |
application/pdf |
Identificador | |
Publicador |
Academy of International Business (AIB) |
Relação |
http://eprints.qut.edu.au/48666/1/P008.pdf http://www.ln.edu.hk/hkibs/AIB/2011/aib2011/Home.html Mathews, Shane W. (2011) Internet usage, internet intensity and international sales performance SME's : a structural model approach. In Economic and Political Transformation: Implications and Impact on Global Business, Academy of International Business (AIB), Taipei, Taiwan. |
Direitos |
Copyright 2011 Academy of International Business (AIB). |
Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
Palavras-Chave | #150503 Marketing Management (incl. Strategy and Customer Relations) #Internet usage #Internet intensity #international sales performance #SME’s |
Tipo |
Conference Paper |