Internet marketing capabilities and international market growth

Shane Mathews, Constanza Bianchi, Keith Perks, Marilyn Healy, Rumintha Wickramasekera

Research output: Contribution to journalArticle

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.
Original languageEnglish
Pages (from-to)820-830
Number of pages11
JournalInternational Business Review
Volume25
Issue number4
DOIs
Publication statusPublished - 26 Oct 2015

Keywords

  • Internet marketing capabilities
  • Information availability
  • Strategic orientation
  • Network capabilities
  • International market growth

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