Post on 07-Aug-2015
5 DIMENSIONS FOR PERCEIVED SUCCESS IN INTERNATIONAL INTERNET
MARKETING:
Marketing strategy factors
Global dimension-related factors
External factors
Web-site factors
Other internal factors
THE INTERNET AND INTERNATIONAL PRODUCT DEVELOPMENT
Reduced product development time, ability to use ideas and inputs from design engineers around the world, better time-leveraging of talent located at different time zones
Effectiveness of Web-based new product development systems depends on Firm strategic
orientation Product-market factors Business environment* Organizational factors Information technology
factors Partner factors*
COMPANY-GENERATED COMMUNICATION
Culture Low cultural congruity increase
information processing requirements
Congruency between graphics and brand name moderates language effects on attitude towards cross-cultural web sites
Local language and local adaptation
Globalization vs. Localization
Barriers:Cultural barriers Regulatory barriersOrganizational barriers
USER-GENERATED COMMUNICATION
creation of communities focuses on specific topics, leading to a growing number of global brand communities
THE INTERNET AND INTERNATIONAL PRICING
Price transparency
allowed firms to highlight and differentiate on non-price attributes
THE INTERNET AND INTERNATIONAL DISTRIBUTION
Distribution channel, substitute channel, complementary channel
Internet can aid in personal selling by developing a positive company image
Firm’s use of the internet depends on Country Customer Company Competition
EMERGING TRENDS AND FUTURE ISSUES
Spread and rise of mobile media and technology across the world
profits and shareholder value Digitizable products – itunes, SAS
consumer behavior, internet strategy, and internet communications; new areas include social media and networks and internet analytics (Pomirleanu, Schibrowsky, Peltier & Nill, 2013)Consumer trust to the internet, use of the internet by consumers for marketing related activities, where is the internet headed in terms of integrating strategies (Schibrowsky, Peltier, & Nill, 2007)
CONCLUSION The internet and internet marketing strategy have both a
direct effect and moderating effect on the impact of marketing mix decisions on firm performance
The internet has a significant influence on effectiveness and speed of new product development and its impact on firm performance
The Web allows more pricing transparency, but also permits opportunities for differentiation across countries
The web may serve either as a substitute or a complementary channel in different international markets
Continued internet penetration and the surging growth of mobile media are expected to result in continuing changes in the way international marketing is practiced and in the impact of international marketing decisions on firm performance
Organizations must provide organizational, social, and technical infrastructure support to users in order to increase internet marketing use (Khong, Siong-Choy Chong, & Lin, 2013). The characteristics of the Internet as a marketing channel are unique. To assure successful marketing, products should be well fit to the characteristics of the on-line environment (Taylor, 2005).
Khong, S. T., Siong-Choy Chong, & Lin, B. (2013). Intention to use internet marketing. Kybernetes, 42(6), 888-905. doi:http://dx.doi.org/10.1108/K-12-2012-0122
Pomirleanu, N., Schibrowsky, J. A., Peltier, J., & Nill, A. (2013). A review of internet marketing research over the past 20 years and future research direction. Journal of Research in Interactive Marketing, 7(3), 166-181. doi:http://dx.doi.org/10.1108/JRIM-01-2013-0006
Schibrowsky, J. A., Peltier, J. W., & Nill, A. (2007). The state of internet marketing research. European Journal of Marketing,41(7), 722-733. doi:http://dx.doi.org/10.1108/03090560710752366
Taylor, L. E. (2005). The applicability of commodity classification structures to internet retail marketing (Order No. 3185865). Available from ABI/INFORM Global; ProQuest Dissertations & Theses Global. (305350729). Retrieved from http://search.proquest.com/docview/305350729?accountid=50192