The role of the internet on international market growth of Australian firms : an exploratory study

Mathews, Shane W. & Bianchi, Constanza (2010) The role of the internet on international market growth of Australian firms : an exploratory study. In Proceedings of the Australia and New Zealand International Business Academy (ANZIBA) Conference 2010, Sydney, Australia.

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The Internet has been shown to positively influence the internationalisation activities of firms through enhanced information, knowledge and network development. Although there has been evidence of a positive impact of the Internet on internationalisation process components, it is vague as to whether the Internet has an impact on firm international market growth. This paper examines the role of the Internet in the outward internationalisation of a cross-national sample of 224 firms from Australia. The results show evidence that a there is a link between Internet usage, Internet intensity and the international market growth of the firm. The findings indicate that firms are using Internet technologies beyond simple e-mail and websites in their international marketing. For example, Internet directories and Internet market spaces are assisting international market expansion of the firm. Firms are integrating the Internet into international marketing processes such as advertising, marketing, market research and international market management as well as in data transference between company and supplier and company and customer. Further, there is evidence in this study of the statistical relationships between the use of website, e-mail and online sales with the international market growth of the firm.

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ID Code: 39178
Item Type: Conference Paper
Refereed: Yes
Additional Information: highly commended
Keywords: international marketing, internet, internationalisation, international market growth
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > International Business (150308)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2010 Please consult the authors.
Deposited On: 06 Jan 2011 02:07
Last Modified: 29 Feb 2012 14:29

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