Search results

International e‐marketing is emerging as an important area for marketers, as global online markets expand. This special issue is an attempt to encourage, showcase, and guide research in the area of international e‐marketing.

In the editorial, Introduces the international e‐marketing framework (IEMF) as a guiding template for future research in international e‐marketing.

The IEMF should help shape scholarly inquiry in the domain of international e‐marketing, classify current intellectual contributions in this area and delineate the gaps in the literature.

The editorial presents the IEMF and classifies various papers in this issue using this framework. Finally, concludes with several compelling research questions to motivate future research in this area.

In this study, 1 investigated the impact of pre-play, non-binding, face-to-face communication on contributions in continuous and provision point games. I find that such communication increases cooperation leading to greater contributions. This effect is found both in the short-term (i.e. periods with communication) as well as in the long-term (i.e. periods with no communication that follow periods with communication). Both the short-term and long-term effects are stronger in the provision point games. In addition, I find that the magnitude of communication has a negative relationship with contributions. Groups that meet more often to communicate and those that communicate more tend to contribute less. This is a preliminary result that must be investigated more fully in future research.

E‐marketing is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing e‐marketing strategies for the web. However, the evolution and strategic direction of e‐marketing strategies in international environments has not been discussed and is the focus of this paper.

In this paper, the authors examine two issues based on extant literature and our previous research in this area. The authors discuss e‐marketing in an international context and develop a framework that will allow researchers and managers to understand the impact of country level effects on e‐marketing strategies. The paper proposes that the evolution of e‐marketing strategies is based on the countries infrastructure and marketing institutional development.

It is found that international e‐marketing strategies are fundamentally changing, and will continue to change, marketing thought and practice in international markets. The paper suggests that the e‐markets of tomorrow may have little resemblance to the markets of today.

The paper suggests that additional conceptual and methodological research is required in this area. Propositions are derived that will provide directions for future research.

Firms need to better monitor their international environments to determine the type of strategy that they need to follow. The proposed strategies are – brick and click strategies, digitization, disintermediation, buying groups and alternative infrastructure, firm driven e‐marketing strategies, and corporate exchanges.

This paper is the first attempt to examine the relationship between a country's infrastructure, marketing institutions and the appropriate e‐marketing strategies.

This study aims to explain the internationalization speed of e‐commerce companies (ECCs).

Based on the archive data of the American ECCs, the study used multiple regression analysis to estimate the influences of a number of micro‐ and macro‐factors.

The results show that the speedy foreign market entry by ECCs was positively influenced by top management team's international experience, and innovative and marketing capabilities.

The study did not deal with the entry mode of ECCs inviting more future research efforts in this direction. Additionally, as established MNEs have integrated e‐commerce into existing business, future research can be devoted to examine the impact of this integration on the internationalization of firms.

Extant literature has addressed the internationalization of ECCs with a focus on the level of internationalization. This study contributes to the current literature by extending research on globalization of ECCs and incorporating both micro‐ and macro‐level factors affecting the speed of international expansion.

To define the similarities and differences in perceptions that mobile consumers in culturally distinct markets hold towards the mobile internet.

Using the Zaltman metaphor elicitation technique (ZMET), mental maps between consumers from Indonesia and Japan were developed and compared.

Results showed clear structural similarities between aggregate maps, while differences were found in experiential factors such as technical infrastructure or the underlying business model. The main barriers to widespread consumer adoption of the mobile internet were not found in cognitive structures unique to individual markets, but appeared instead to be caused by inefficiencies within the wireless ecosystem.

These results identified factors from a number of pre‐existing theories relevant to the mobile platform, suggesting the need to develop a new, more inclusive theory of mobile consumer behavior. ZMET was also shown to be an effective comparative analysis tool applicable to cross‐cultural research.

Marketers can establish sustainable competitive advantage by effectively addressing the many negative aspects consumers raised about the MobileNet. Additionally, these results suggest that the mobile platform can serve as the foundation for truly co‐creative marketing initiatives.

This is the first paper to explore the cognitive structure and content of consumer perceptions of the mobile internet. This study was also the first to apply ZMET as a comparative tool, as well as the first to extend ZMET to include composite weights of construct dyads.

This research examines how URLs in Chinese mass media advertising affect noticeability, perceptions and behavior among internet users and non‐users.

It uses advertising effectiveness measures to investigate the perceived effects of URLs in traditional media advertising. Six hundred and twenty‐seven random telephone interviews among adult internet users and non‐users were conducted in Beijing, Guangzhou, and Shanghai.

Results showed the inclusion of a URL in an ad enhanced brand perceptions and increased consumers' likelihood to visit the web site.

Limitations include a low response rate, self‐reported data, and limited analysis of internet users and non‐users. Future research could use an experimental design and update data as web presence and internet usage grows.

This research adds to knowledge about web advertising in China and suggests that marketers may benefit from an early web presence.

It suggests that marketers need to be more strategic about how web presence affects brand perception among users and non‐users of the internet.

The study investigates the internet‐based electronic commerce (EC) adoption profile of small and medium‐sized enterprises (SMEs) in Turkey as well as the factors affecting their willingness to adopt EC usage.

EC adoption is measured by a composite index of the usage frequency of 14 EC application tools. The study draws on the data obtained from a sample of 237 manufacturing SMEs with internet connection.

In was discovered that EC adoption was significantly influenced by its perceived benefits. However, the perceived limitations of EC applications were found to have no statistically significant effect on EC adoption. The analysis also showed that company and industry‐specific factors, with the exception of amount of resources allocated for export development, did not appear to have any significant impact on EC adoption.

More efforts have to be made to remove or at least mitigate the impediments to a SME's willingness to adopt EC. The results of this study show that the lack of legal regulations is cited as one of the most serious limitations of EC and hence EC is rarely used for payment purposes. One of the most vivid implications of internet‐based EC for SMEs is the potential for external communication and information gathering for market and product research.

This study is significant for two reasons. First, it presents new data and insights into the internet‐based EC adoption of SMEs. Second, this study focuses on a relatively unexplored research area in an emerging market – Turkish SMEs.

At the core of an international marketing strategy is the internet firm's goal of building and sustaining a competitive advantage. The purpose of this paper is to present an integrative framework to explain the role that customer behavior and customer relationship management (CRM) play in developing a profitable, sustainable competitive advantage for internet companies.

The integrative framework utilizes existing theoretical concepts from the areas of strategy and internet marketing and develops a framework to provide firms with insights into how they can gain the competitive advantage.

This paper links global customer behavior to the firms' business value chain and provides guidelines for strategic implications. In this conceptual paper, it is discussed that understanding consumer decision‐making behavior on the web and managing these relationships are critically important to achieve a superior performance.

This is not empirical research. A theoretical model is presented for future testing by researchers using statistical techniques such as structural equation modeling.

The framework provides managerial insights into building and sustaining a competitive advantage using a consumer‐centric approach, coupled with CRM technology on a global scale. Managerial value is derived by providing an understanding of the link between a sustainable competitive advantage, customer‐focused strategies, consumers' needs and wants, the firm's performance, and shareholder value.

It is important for global marketers to understand how consumer decision‐making on the web affects strategic and financial performance. This paper extends the current literature by integrating consumer decision behavior on the web, CRM, and the firms' performance. This framework explains the creation of a sustainable competitive advantage using customer‐focused strategies to develop customer loyalty for superior firm performance.

By 2006, Wikipedia had achieved the type of success that only a handful of young organizations could ever dream of reaching. It had grown from almost nothing in 2001 to become one of the consistently highest ranked and most visited sites on the Internet. This success brought new problems at a scale that no organization of this type had ever before faced. Exposes students to Wikipedia's brief history, the causes of its success, and the issues it faced going forward. Two topics form the focus: The first concerns the rules and norms for submission and editing, which raise questions about the ambiguity of Wikipedia's authority and the virtual cycle that keeps the site going; The second concerns the need to alter its practices as it gains in popularity, raising questions about what any wiki site, profit-oriented or open source, must do to scale to large numbers of participants and entries. These issues arise as part of a discussion about the site's priorities going forward.

To teach the factors that shape Wikipedia and wikis in general. Students will become familiar with the internal operations of wikis, open-source programs for developing text from many users. Also to facilitate teaching about factors that shape reference sites on the Internet, dividing discussion into three sub-topics: defining what Wikipedia is and what it is not, analyzing how it works, and understanding why it generates controversy in some circles.