دانلود رایگان مقاله بازاریابی اینترنتی و رشد صادرات در شیلی

abstract

Previous studies show that the Internet positively influences firms’ export activities from developed markets. However, the literature is vague as to whether the Internet has an impact on the export performance of firms from emerging markets. This study tests a conceptual model that includes the effect of Internet marketing capabilities on export market growth in an emerging market. Drawing on a cross-national sample of 204 export firms from a Latin American country (Chile), findings indicate that Internet marketing capabilities positively influence the availability of export information, which in turn impacts the development of business network relationships and export market growth.

6. Discussion and conclusions

6.1. Discussion of the findings This study draws on RBV and a capabilities approach (Barney, 1991; Teece, 2007; Teece et al., 1997) to develop and test a conceptual model that considers the impact of Internet marketing capabilities on the export market growth of firms in a Latin American context. Using data from Chilean exporters, this study's findings contribute to previous research which suggests that the Internet has a positive impact on the international marketing activities of firms (Hamill & Gregory, 1997; Loane & Bell, 2006; Petersen et al., 2002; Quelch & Klein, 1996). Additionally, this study extends previous research and identifies specific ways as to how Internet marketing capabilities influence export market growth. In particular, Internet marketing capabilities positively influence export information availability and international business network relationships, which in turn increase export market growth.