A New Internet Driven Internationalisation Framework |
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Authors: | José M Barrutia Carmen Echebarria |
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Institution: | 1. Exeter Centre for Strategic Processes and Operations (XSPO) , School of Business and Economics, University of Exeter , Exeter , UK R.S.Maull@exeter.ac.uk;3. Exeter Centre for Strategic Processes and Operations (XSPO) , School of Business and Economics, University of Exeter , Exeter , UK;4. Accident and Emergency Department , Royal Devon &5. Exeter Hospital , Exeter , UK;6. Department of Management Information Systems , Faculty of Information Technology, Yarmouk University , Jordan |
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Abstract: | This paper aims to offer a new Internet driven theoretical framework that explains how a successful internationalisation process may be developed and identifies the strategic dimensions that influence the key decisions in an interrelated, performance-associated way. The extant literature is examined in international marketing, international entrepreneurship and Internet marketing and a comprehensive strategic analysis is conducted of a successful individual services business: ING Direct. It is shown how strategic constructs and risk constructs drive the internationalisation process in an interrelated and performance-associated way. In the framework, the firm's target is to take advantage of an opportunity by obtaining a sustainable competitive advantage while attenuating international risk. Entry mode and country selection are strategic decisions interrelated mutually and with other strategic choices and with performance; this is why an analysis with ceteris paribus statements or episodic analysis may lead to the wrong conclusions. |
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Keywords: | service operations process design discrete event simulation healthcare performance measurement ‘see and treat’ fast track NHS |
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