Browsing Faculty of Social Sciences by Subjects
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Factors affecting the success of business-to-business international Internet marketing (B-to-B IIM): an empirical study of UK companiesBusiness-to-business international Internet marketing is one of the key drivers in sustaining an organisation’s competitive advantage. The challenge for organisations today is to understand the factors that play a critical role in utilising Internet capabilities and their implications on business strategic objectives to enable them to compete successfully in the electronic age. Proposes 33 critical factors classified into five categories and validated empirically through a sample of 123 UK companies. Discusses the significance, importance and implications for each category and makes recommendations.
International internet marketing: A triangulation study of drivers and barriers in the business-to-business context in the United Kingdominternet 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.
Making Business-to-Business International Internet Marketing Effective: A Study of Critical Factors Using a Case-Study ApproachThe recent phenomenal growth in business activities dependent on the Internet has demonstrated that various potential advantages could be derived from using information and communication technology platforms. The Internet has enabled firms to reach out to global markets and has provided them with the opportunity to customize their strategies and offerings in an unprecedented way. These recent developments provide an exciting opportunity for research to study the dynamics involved in international Internet marketing (IIM) and, in particular, to examine closely the factors that could influence success in using this new technology for IIM activities. Using a business-to-business context and a multiple-case-study approach, this article focuses on two main areas of study: (1) the critical examination of the literature and identification of the most important factors that have a significant influence on business-to-business IIM and (2) the first-hand verification of how the identified factors are implemented in various organizational contexts.