E-commerce and Export Performance By Munib Karavdic

Executive summary

Introduction

For decades the vast majority of export trade was conducted by large multinational companies that had followed traditional paths to internationalisation. This research shows how fundamental changes in the firm’s internal and external environment driven by the emergence of advanced international business facilitating technologies have transformed export marketing strategy and its impact on export performance. Although e-commerce has emerged as an important tool of business, making it possible for any firm to “go global” simply by launching a web site, this study suggests that to achieve improved export sales and profits, exporters must strategically adopt and utilise e-commerce in their export marketing strategies. A competitive advantage in exporting can be achieved through a long-term commitment and the development of appropriate e-commerce assets and infrastructure to support export operations.

Existing literature

This research presents a fully integrated investigation of the link between the business environment, export marketing strategy, e-commerce drivers, and export performance in an export venture market.