A cross-industry review of B2B critical success factors

Riyad Eid, Myfanwy Trueman, Abdel Moneim Ahmed

Research output: Contribution to journalArticlepeer-review

78 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)110-123
Number of pages14
JournalInternet Research
Issue number2
Publication statusPublished - 2002
Externally publishedYes


  • Business-to-business marketing
  • International marketing
  • Internet
  • Success

ASJC Scopus subject areas

  • Communication
  • Sociology and Political Science
  • Economics and Econometrics


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