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The paper aims to explore the influential path of internet marketing capabilities impacting international market performance. The paper further investigates the mitigating roles of market- and entrepreneurial-oriented behaviors and knowledge internalization in this relationship. The effect of internet use for customer management on internet marketing capabilities is also examined.

A total of 618 firms with sales in international markets were approached to participate. Data were collected from a sample of 132 Taiwanese firms and analyzed using a structural equation model.

Use of internet for customer management positively influences internet marketing capabilities. The results also support the positive impacts of internet marketing capabilities on market- and entrepreneurial-oriented behaviors. Knowledge internalization mediates the relationships between market- and entrepreneurial-oriented behaviors and international market performance.

This paper’s investigation of the role of internet marketing capability in international market performance contributes to online internationalization, strategic orientations and organizational learning theory.

Managers should focus on developing internet marketing capabilities in management culture and fostering market- and entrepreneurial-oriented behaviors to facilitate knowledge internalization for better international performance.

This paper contributes to the construction of an alternative and comprehensive mechanism to understand the influences of internet marketing capabilities on the firm’s international performance.

Intent refers to a firm's initial propensity to view collaboration as an opportunity to learn (Hamel, 1991, p. 90). Comparing the intent to form alliances between Western and Japanese firms, Hamel indicates that most Western firms possess substitution intent to substitute their competitiveness in a specific area for their own lack of skills, whereas the Japanese partners seem to have explicit learning intent to actually internalize their partners’ skills. When the internalization intent is strong in a company, the skills and knowledge acquired from the partner are important to the growth of the whole company (Hamel, 1991). However, if both partners possess equal intent to internalize the other's skill, distrust and conflict may occur to threaten the stability of alliances (Hamel, Doz, & Prahalad, 1989; Madhok, 2006).

The first chapter by Pieter Pauwels, Paul G. Patterson, Ko de Ruyter, and Martin Wetzels is entitled “The Propensity to Continue Internationalization: A Study of Australian Service Firms”. The authors build on the process theory of internationalization and the theory of planned behavior and investigate a firm's propensity to continue internationalization. They develop a theoretical model and test this using structural equation modeling using a sample of international service providers using partial least square (PLS). Their model confirms the pivotal role of attitudes towards internationalization, relevant behavioral norms, and behavioral control factors as contributors to the propensity to continue internationalization.