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Foreword
This study presents a first attempt to examine the link between the business environment, export marketing strategy, e-commerce activities and export performance in an export venture market. Building on the extant export literature and the emerging literature on e-commerce, this pioneering study advances a conceptual framework that highlights the role of e-commerce as an enabler and driver of competitive export marketing strategy, and its subsequent effects on export performance. To explore these relationships, a combination of qualitative interviews with senior management in export organizations and data received from 340 Australian exporters were collected and analyzed.
The primary research contribution is in relation to the development, extension and support of a contingency model incorporating e-commerce technologies into existing export marketing theory. Furthermore, this ground-breaking research serves as a first step towards the development of a comprehensive set of e-commerce measures, the identification of underlying dimensions of e-commerce as an enabler of marketing strategy, and the construction of new multi-dimensional measures of e-commerce performance.
The theoretical framework examined-a contingency model incorporating e-commerce into export marketing theory-is a logical extension of well-grounded theory already established in international marketing.