International marketing and the internet: a research overview and the path forward

Abstract

Purpose

The purpose of this paper is to present an overview of the intersection of research into international marketing (IM) and the internet, seeking areas where knowledge is developing, and where further research is required.

Design/methodology/approach

The study utilizes an integrative review of the extant literature.

Findings

The study identifies the role of the internet as a tool for competitive advantage and internationalization. In considering these aspects of the internet within IM, the necessity for establishing a foreign market presence is also examined. Further, it is asserted that the internet’s influence on internationalization is largely through exporting of products and digital services.

Originality/value

The paper offers a new perspective on the issues emerging in the literature in terms of IM and the internet, and identifies new avenues for future research.

Citation

Samiee, S. (2020), "International marketing and the internet: a research overview and the path forward", International Marketing Review, Vol. 37 No. 3, pp. 425-436. https://doi.org/10.1108/IMR-03-2018-0120