دانلود رایگان مقاله لاتین رابطه مارکتینگ اینترنتی و قصد کودک برای مصرف مواد غذایی ناسالم از سایت الزویر
عنوان فارسی مقاله:
ارتباطات بازاریابی آنلاین و قصد کودکتان برای مصرف مواد غذایی ناسالم
عنوان انگلیسی مقاله:
Internet marketing and export market growth in Chile
سال انتشار : 2016
بخشی از مقاله انگلیسی:
2. Theoretical background
The Internet is one of the most significant marketing tools in the global marketplace, offering enormous potential for export businesses (Rodgers & Sheldon, 2002). For example, the Internet can aid exporters by enhancing access to international markets, increasing the rate and speed of internationalization, lowering transaction costs (Kontinen & Ojala, 2010; Lohrke, Franklin, & Frownfelter-Lohrke, 2006), and improving communication and efficiency of information exchange (Gabrielsson & Manek Kirpalani, 2004; Loane et al., 2004; Mathews & Healy, 2008). Research in Latin America shows that the Internet allows firms to expand their exporting activities and conduct their business more efficiently (Rohm, Kashyap, Brashear, & Milne, 2004). Hamill (1997) suggests that the Internet can substantially improve communication with actual and potential international customers, suppliers, and partners. The Internet generates a wealth of information on worldwide market trends and can also be a very powerful promotion and sales tool. The Internet facilitates conducting export business and supports promotion, information delivery, and export revenue growth (Aspelund & Moen, 2004; Bennett, 1997). Additionally, the Internet can be an efficient tool to reduce entry costs and provide relevant information, which may help to increase relationship development. Not only can large firms with sizeable capital resources support their export activities through the Internet but small and medium companies may also do so with moderate investments (Arnott & Bridgewater, 2002). RBV and the capabilities approach offer a theoretical base for understanding how to achieve and sustain a firm’s competitive advantage and superior performance (Barney, 1991; Teece, 2007; Teece et al., 1997). The RBV considers a firm as a bundle of resources and capabilities that are available to deploy and difficult for rivals to imitate (Amit & Schoemaker, 1993). Resources can be organizational or managerial, such as the competitiveness of products, technological and financial resources, international experience, and the leadership qualities of managers (Barney, 2001). On the other hand, capabilities allow firms to acquire and absorb internal and external sources of knowledge and reconfigure a firm’s resource base (Eisenhardt & Martin, 2000; Teece et al., 1997). Firms develop and acquire resources and capabilities to expand their source of competitive advantage in new international markets and improve their export performance (Day, 1994; Srivastava, Fahey, & Christensen, 2001). Capabilities generate a competitive advantage and improve export performance in two ways (Piercy, Kaleka & Katsikeas, 1998). First, capabilities allow firms to identify and respond to opportunities by developing new processes, products, or services for international markets that are difficult for competitors to imitate and have the potential to increase revenue (Zou, Fang, & Zhao, 2003). Second, capabilities improve the speed, effectiveness, and efficiency with which firms operate and respond to new international markets by reducing costs (Tallon, 2008). Firms apply Internet technology to firm processes in international business activities (Booth & Philip, 1998; Lichenthal & Eliaz, 2003). Reuber and Fischer (2011) find that firm resources such as Internet technology are pivotal in the pursuit of international marketing opportunities. However, accumulating valuable resources is not enough to achieve a competitive advantage (Teece et al., 1997) and investments in information and communication technology may not necessarily benefit firms (Barney, Wright, & Ketchen, 2001). Internet technology as a resource is easily imitable and does not necessarily lead to a competitive advantage for firms (Li & Ye, 1999). Powell and Dent-Micallef (1997) and Booth and Philip (1998) show that leveraging the value of the Internet requires embedding the Internet in organizational practices and processes or using the Internet in tandem with other unique resources within the firm. Trainor, Rapp, Beitelspacher, and Schillewaert (2010) also argue that focusing on the technology alone is not sufficient. The authors examine the value of technology resources and find that the Internet's impact on other complementary firm-level capabilities positively influences firm performance by improving customer retention and satisfaction. Thus, embedding the Internet within organizational processes can generate a competitive advantage, which in turn impacts a firm’s performance (Barney, 2001; Li & Ye, 1999; Tippins & Sohi, 2003). For example, exporters that apply the Internet to marketing activities such as sales and market research can identify and respond to opportunities through new processes which are faster, more effective, lower in cost, and diffi- cult for competitors to imitate (Bengtsson, Boter, & Vanyusyn, 2007; Zou et al., 2003). The Internet can facilitate the development of marketing capabilities, such as marketing research capacity or customer relationship ability which are firm-specific and more difficult to duplicate across organizations (Bauer et al., 2002; Hamill & Gregory, 1997; Saban & Rau, 2005). Specifically, this study focuses on Internet marketing capabilities: a firm’s capability to use the Internet in marketing functional areas to generate value for customers (Morgan, 2012). Prior research suggests that different marketing capabilities help firms achieve superior performance (Ramaswami, Srivastava, & Bhargava, 2009; Vorhies & Morgan, 2005). The literature identifies two types of marketing capabilities that are particularly relevant to exporters. The first type of marketing capability relates to the export information gathering process through which firms learn about international markets and then use this insight to make appropriate export marketing decisions (Morgan, Zou, Vorhies, & Katsikeas, 2003; Piercy et al., 1998; Teece et al., 1997). These capabilities include the use of routines to gather, process, and interpret export market information, distribute relevant foreign market information to export decision makers and develop export venture marketing strategies (Day, 1994; Vorhies & Morgan, 2005). The second type of marketing capability relates to the export marketing strategy which includes export distribution, post-sales service, marketing communication, network relationships, and selling processes to target customers in foreign markets (Day, 1994). Drawing from the literature, this study considers firm capabilities that relate to export information availability and business relationship networks in addition to Internet marketing capabilities.
کلمات کلیدی:
The internet and export marketing performance | The empirical link in ... www.emeraldinsight.com/doi/full/10.1108/13555850710738480?fullSc=1 This study seeks to examine the empirical link in export market ventures of the relationship between the internet (when it is used for communication, networking, market research, sales, image enhancement, cost reduction and competitive advantage purposes) and export marketing performance. The Influence of Internet-Marketing Integration on Marketing ... - jstor https://www.jstor.org/stable/25048870 by VK Prasad - 2001 - Cited by 314 - Related articles The Influence of Internet-Marketing. Integration on Marketing Competencies and Export Performance. ABSTRACT Internet technology is often considered to be fundamentally changing the business paradigm and increasingly integrated into the marketing function. The authors offer a conceptual model linking market ... [PDF]Impact of Electronic Marketing on the Performance of Pistachio ... https://www.textroad.com/.../J.%20Basic.%20Appl.%20Sci.%20Res.,%203(6)211-217... export and companies can use it to improve their export performance in international and export markets. The present research was conducted to investigate the impact of e-marketing on export performance..3 dimensions were considered (using internet in activities related to customer, activities related to sales and ...
