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    International internet marketing: A triangulation study of drivers and barriers in the business-to-business context in the United Kingdom

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    Authors
    Eid, Riyad
    Issue Date
    2005
    
    Metadata
    Show full item record
    Abstract
    internet technology by business-to-business marketing companies that operate at the international level. Design/methodology/approach - A review of the literature concerning the diffusion and adoption of innovations precedes a triangulation study involving a questionnaire-based survey of 123 companies (a 59 percent response rate) and case studies of four others, all located in the UK. Data were factor-analysed, following testing for validity, reliability and adequacy of the research instrument. Findings - The paper concludes that powerful drivers of international internet-based marketing in business-to-business firms will generally outweigh significant barriers to its adoption in the future. It also explains how innovation-diffusion theory identifies factors instrumental in the adoption of internet marketing. Research limitations/implications - The study was confined to business-to-business marketers, based in the UK and operating internationally. Several suggestions are made for elaboration and extension, including investigation of business-to-consumer users and of other industry types. Practical implications - The findings provide international marketing strategists with important marketing intelligence insights into the benefits of harnessing the power of the internet, the obstacles to be expected in practice, and plans for doing so both efficiently and effectively. Originality/value - Much of what has been written about the application of the internet to marketing is speculative and exploratory. This study, based on responses from practising international marketers, offers something more substantial to marketing planners.
    Citation
    Marketing Intelligence & Planning, 23(3): 266-280
    Publisher
    Emerald Group Publishing Limited
    URI
    http://hdl.handle.net/2436/15826
    DOI
    10.1108/02634500510597300
    Additional Links
    https://www.emeraldinsight.com/doi/abs/10.1108/02634500510597300
    Type
    Journal article
    Language
    en
    Description
    Metadata only
    ISSN
    02634503
    ae974a485f413a2113503eed53cd6c53
    10.1108/02634500510597300
    Scopus Count
    Collections
    Faculty of Social Sciences

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