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Issue Date
2002
Metadata
Show full item recordAbstract
Business-to-business international Internet marketing (B2B IIM) has emerged as one of the key drivers in sustaining an organisation’s competitive advantage. However, market entry and communication via the Internet have affected the dynamics and traditional process in B2B commerce. Difficulties resulting from these new trends have been cited in the literature. Research into identifying what are the critical success factors for global market entry is rare. This research presents a comprehensive review in this field. The study identified 21 critical success factors applicable to most of the B2B IIM. These factors were classified into five categories: marketing strategy, Web site, global, internal and external related factors. The significance, importance and implications for each category are discussed and then recommendations are made.Citation
Internet Research, 12 (2): 110-123Publisher
EmeraldJournal
Internet ResearchAdditional Links
http://www.emeraldinsight.com/Insight/viewPDF.jsp?Filename=html/Output/Published/EmeraldFullTextArticle/Pdf/1720120201.pdfType
Journal articleLanguage
enISSN
1066224300000000
ae974a485f413a2113503eed53cd6c53
10.1108/10662240210422495
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