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

Riyad Eid, Ibrahim Elbeltagi, Mohamed Zairi

Research output: Contribution to journalArticlepeer-review

28 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)87-109
Number of pages23
JournalJournal of International Marketing
Volume14
Issue number4
DOIs
Publication statusPublished - 2006
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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