E-commerce and Export Performance
The Internet is lowering barriers to information exchange and export to an unprecedented degree. This book is the first systematic investigation of how e-commerce impacts export marketing and performance in terms of product design, global promotion, and distribution. Not only does the work advance marketing theory, it also provides a rich dataset of results from a comprehensive survey of exporters. Marketing professors and exporters will find this book to be a valuable addition to their library. "This study presents a first attempt to examine the link between the business environment, export marketing strategy, e-commerce activities and export performance in an export venture market . it is highly recommended for marketing scholars and practitioners." - Dr. Gary Gregory, Associate Director of Centre for Applied Marketing and Senior Lecturer of Marketing, University of New South Wales
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An operational model and hypotheses
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analysis see Appendix Cavusgil and Zou coefficient of interaction commerce communication efficiency compared to determine contingency effect demand for e-commerce Dependent variable distribution efficiency distribution support e-commerce drivers e-commerce export experience e-commerce utilisation eigenvalue environmental determinants environmental forces export and e-commerce export market competitiveness export market e-commerce export market infrastructure export marketing strategy export performance export venture F Value firms greater when e-commerce greater when product impact on export interaction effect interaction term representing link between export main effects Model management commitment market e-commerce infrastructure measures orientation of industry price competitiveness product adaptation product online transferability product uniqueness promotion adaptation regression analysis regression coefficient regulatory barriers relationship between export reported in Table representing the contingency significant and positive significant for detailed significant predictor Standardised Coefficient Beta statistically significant statistics for Models Summary statistics support this hypothesis technology orientation transferability is high transferability is low TSig