The internet, strategy and performance: a study of Australian export market ventures
نویسندگان
چکیده
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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