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Internet and exporting: determinants of success in virtual export channels

Anna Morgan‐Thomas (School of Business Management, University of Glasgow, Glasgow, UK)
Susan Bridgewater (Warwick Business School, University of Warwick, Coventry, UK)

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 August 2004

Abstract

The advent of the Internet has created the possibility for exporters to serve international markets using virtual export channels (VECs). This paper identifies the factors that influence success in using these new channels to export markets. The paper suggests that how well firms use the technology is more important than what they use it for. Investment and commitment to the Internet influence successful implementation. Moreover, firms with an existing export sales capability fare better in using VECs.

Keywords

Citation

Morgan‐Thomas, A. and Bridgewater, S. (2004), "Internet and exporting: determinants of success in virtual export channels", International Marketing Review, Vol. 21 No. 4/5, pp. 393-408. https://doi.org/10.1108/02651330410547108

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited