TY - JOUR
T1 - Making business-to-business international internet marketing effective
T2 - A study of critical factors using a case-study approach
AU - Eid, Riyad
AU - Elbeltagi, Ibrahim
AU - Zairi, Mohamed
PY - 2006
Y1 - 2006
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=33846186299&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=33846186299&partnerID=8YFLogxK
U2 - 10.1509/jimk.14.4.87
DO - 10.1509/jimk.14.4.87
M3 - Article
AN - SCOPUS:33846186299
SN - 1069-031X
VL - 14
SP - 87
EP - 109
JO - Journal of International Marketing
JF - Journal of International Marketing
IS - 4
ER -