The Internet,Strategy and Performance: A Study of Australian Export Market Ventures |
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| Authors: | Vinh Nhat Lu Craig C Julian |
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| Institution: | 1. University of Adelaide , Adelaide, S.A., Australia;2. School of Commerce and Management at Southern Cross University, Tweed Heads , New South Wales, Australia |
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| Abstract: | ABSTRACT This study examines the impact of the Internet, firm-specific characteristics, market characteristics, and export marketing strategy on export marketing performance. The unit of analysis was an individual product/market export venture. Data were gathered via a self-administered mail survey of 315 Australian firms involved in exporting. The findings indicate that, when the Internet was used for communication purposes and to provide the firm with a competitive advantage, it had a significant impact on export marketing performance. Firm-specific characteristics and export marketing strategy also had a significant impact on export marketing performance. |
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| Keywords: | The Internet marketing strategy firm-specific characteristics export marketing performance |
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