Internet marketing capabilities and international market growth

Shane Mathews, Constanza Bianchi, Keith J. Perks, Marilyn Healy and Rumintha Wickramasekera

International Business Review, 2016, vol. 25, issue 4, 820-830

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.

Keywords: Internet marketing capabilities; Information availability; Strategic orientation; Network capabilities; International market growth (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (27)

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DOI: 10.1016/j.ibusrev.2015.10.007

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