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3 An operational model and hypotheses |
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3.1 Introduction |
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3.2 An operational model of export marketing strategy modified by e-commerce |
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3.3 Export marketing strategy - export performance relationship moderated by e-commerce utilisation |
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3.4 Internal determinants - export performance relationship moderated by e-commerce utilisation |
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3.5 Environmental determinants - export marketing strategy relationship moderated by e-commerce drivers |
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3.5.1 The relationship between environmental determinants and product adaptation moderated by e-commerce drivers |
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3.5.2 The relationship between environmental forces and communication efficiency moderated by e-commerce drivers |
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3.5.3 The relationship between environmental forces and promotion adaptation moderated by e-commerce drivers |
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3.5.4 The relationship between environmental forces and distribution support moderated by e-commerce drivers |
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3.5.5 The relationship between environmental forces and distribution efficiency moderated bye-commerce drivers |
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3.5.6 The relationship between environmental forces and price competitiveness moderated by e-commerce drivers |
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3.6 Chapter summary |
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4 Research Methodology |
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4.1 Introduction |
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4.2 Research method for empirical testing. |
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4.2.1 Methods of data capture on the Internet |
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4.2.2 Benefits and limitations of the Internet in collecting data for the research |
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4.3 Study design. |
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4.3.1 Unit of analysis. |
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4.3.2 Sampling and sample selection |
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4.3.3 Key informants |
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4.4 Measurements |
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4.4.1 Measurement development |
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4.4.2 Model constructs and measures |