Internet marketing capabilities and international market growth

Mathews, Shane, Bianchi, Constanza, Perks, Keith J., Healy, Marilyn, & Wickramasekera, Rumintha (2016) Internet marketing capabilities and international market growth. International Business Review, 25(4), pp. 820-830.

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Abstract

The Internet has been shown to facilitate elements of internationalisation such as information accumulation and network opportunities. However, there is limited understanding of how the Internet combined with marketing capabilities drives international market growth. This study, based on a sample of 224 Australian firms, develops and tests, using structural equation modelling (SEM), a conceptual model of Internet marketing capabilities and international market growth. Results indicate that firms deploying Internet marketing capabilities will benefit due to the reduction of information uncertainty and increased capacity to develop international network capabilities. Moreover, Internet marketing capabilities indirectly lead to international market growth when the firm has a high level of international strategic orientation and international network capabilities. Overall, Internet marketing capabilities enhance the firm's ability to generate other internal capabilities within the firm, which in turn have a positive impact on the international market growth of the firm.

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ID Code: 92015
Item Type: Journal Article
Refereed: Yes
Keywords: Internet marketing capabilities, Information availability, Strategic orientation, Network capabilities, International market growth
DOI: 10.1016/j.ibusrev.2015.10.007
ISSN: 0969-5931
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2015 Elsevier Ltd.
Copyright Statement: This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
Deposited On: 19 Jan 2016 05:45
Last Modified: 10 Jun 2016 10:35

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