E-commerce and Export Performance By Munib Karavdic

Chapter 2

Theoretical Background

2.1 Introduction

The purpose of this chapter is to review and analyse prior research that influences dominant perspectives on export performance and e-commerce. Several important theoretical streams are reviewed in order to fully understand the research questions and objectives. The chapter begins with a discussion of theoretical foundations of export marketing strategy.

2.2 Theoretical foundations of export marketing strategy

While the mainstream exporting literature has produced numerous empirical studies on operating in foreign markets, there have been few academic research studies related to exporting and e-commerce. A review of the export literature suggests that a new paradigm may be needed to take into consideration new technologies both in the process of entering markets and in the management of operations within those markets. This is the first study that incorporates e-commerce into export marketing strategy and export performance models.