The internet and export marketing performance: The empirical link in export market ventures
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 3 April 2007
Abstract
Purpose
This study seeks to examine the empirical link in export market ventures of the relationship between the internet (when it is used for communication, networking, market research, sales, image enhancement, cost reduction and competitive advantage purposes) and export marketing performance.
Design/methodology/approach
Data were gathered via a self‐administered mail survey of Australian exporters. The sample consisted of 133 Australian firms coming from a wide cross‐section of industries.
Findings
The findings indicate that, when the internet was used to achieve a competitive advantage for the firm and reduce the costs associated in doing international business, these uses of the internet were significant in discriminating between high and low export marketing performance. Furthermore, the international experience of the export venture's management was a significant factor in discriminating between high and low export marketing performance.
Research limitations/implications
From a methodological perspective, a potential concern may be that the measures are all self‐reported. Consequently, the relationships tested may be susceptible to the influence of common method variance. Evidence has been provided that, when the internet is used for cost reduction purposes and as a competitive weapon, this will have a positive impact on export marketing performance.
Originality/value
A major contribution of this study is that it re‐validates measures for the different uses of the internet, namely, communication, networking, market research, sales, image enhancement, cost reduction and competitive advantage.
Keywords
Citation
Nhat Lu, V. and Julian, C.C. (2007), "The internet and export marketing performance: The empirical link in export market ventures", Asia Pacific Journal of Marketing and Logistics, Vol. 19 No. 2, pp. 127-144. https://doi.org/10.1108/13555850710738480
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited