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    Making business-to-business international internet marketing effective: A study of critical factors using a case study approach

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    Publication date
    2006
    Author
    Zairi, Mohamed
    Elbeltagi, I.
    Eid, R.
    Keyword
    Market Orientation
    International Marketing
    Internet-Based Marketing
    Business-to-Business
    Multiple Case Design
    Peer-Reviewed
    Yes
    
    Metadata
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    Abstract
    The 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.
    URI
    http://hdl.handle.net/10454/4085
    Version
    No full-text available in the repository
    Citation
    Zairi, M., Elbeltagi, I. and Eid, R. (2006). Making business-to-business international internet marketing effective: A study of critical factors using a case study approach. Journal of International Marketing. Vol. 14, No. 4, pp. 87-109.
    Link to publisher’s version
    http://dx.doi.org/10.1509/jimk.14.4.87
    Type
    Article
    Collections
    Management and Law Publications

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