International Marketing and Internet: Identified Stages of Internet Use at Company Level
Πλήρης Αναφορά του Άρθρου
Hajidimitriou, Y.A. and Azaria, A.C. (2005), “International Marketing and Internet: Identified Stages of Internet Use at Company Level”, 9th International Conference on Marketing and Development, Aristotle University, Thessaloniki, Greece, 08-11 June.
Despite Internet’s short life and history, during the last fifteen years, a large number of research studies focused on the subject of Internet use as a marketing tool. However, further research is needed in the area of Internet’s contribution to international and export marketing activities. The aim of this paper is to present the main findings regarding the use of Internet for both marketing and international marketing purposes and to describe an extended model of identified stages of Internet use for international marketing purposes at company level. The model was developed based on the findings of the in depth and careful investigation and analysis of six empirical research studies combined with a literature review conducted on the specific subject.
Keywords: E-commerce, Internet, International Marketing, Stages Model, SMEs