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.
Conference paper
The empirical link between the internet, firm-specific characteristics, market characteristics, export marketing strategy and performance
pp.1354-1360
University of Otago Press
3Rs: reputation, responsibility and relevance: Proceedings of the 2007 ANZMAC (Australian and New Zealand Marketing Academy) Conference (Dunedin, New Zealand, 3-5 December)
2007
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Abstract
Details
- Title
- The empirical link between the internet, firm-specific characteristics, market characteristics, export marketing strategy and performance
- Creators
- Vinh N Lu - University of AdelaideCraig C Julian - Curtin University of Technology
- Publication Details
- pp.1354-1360
- Conference
- 3Rs: reputation, responsibility and relevance: Proceedings of the 2007 ANZMAC (Australian and New Zealand Marketing Academy) Conference (Dunedin, New Zealand, 3-5 December)
- Publisher
- University of Otago Press; Dunedin, New Zealand
- Number of pages
- 1354-1360
- Identifiers
- 1350; 991012820471102368
- Academic Unit
- School of Business and Tourism; Faculty of Business, Law and Arts
- Resource Type
- Conference paper