Abstract
Purpose - E-marketing is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing e-marketing strategies for the web. However, the evolution and strategic direction of e-marketing strategies in international environments has not been discussed and is the focus of this paper. Design/methodology/ approach - In this paper, the authors examine two issues based on extant literature and our previous research in this area. The authors discuss e-marketing in an international context and develop a framework that will allow researchers and managers to understand the impact of country level effects on e-marketing strategies. The paper proposes that the evolution of e-marketing strategies is based on the countries infrastructure and marketing institutional development. Findings - It is found that international e-marketing strategies are fundamentally changing, and will continue to change, marketing thought and practice in international markets. The paper suggests that the e-markets of tomorrow may have little resemblance to the markets of today. Research limitations/implications - The paper suggests that additional conceptual and methodological research is required in this area. Propositions are derived that will provide directions for future research. Practical implications - Firms need to better monitor their international environments to determine the type of strategy that they need to follow. The proposed strategies are - brick and click strategies, digitization, disintermediation, buying groups and alternative infrastructure, firm driven e-marketing strategies, and corporate exchanges. Originality/value - This paper is the first attempt to examine the relationship between a country's infrastructure, marketing institutions and the appropriate e-marketing strategies.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 611-622 |
| Number of pages | 12 |
| Journal | International Marketing Review |
| Volume | 22 |
| Issue number | 6 |
| DOIs | |
| State | Published - Nov 28 2005 |
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Keywords
- Electronic commerce
- Globalization
- International marketing
ASJC Scopus subject areas
- Business and International Management
- Marketing
Cite this
International e-marketing : Opportunities and issues. / Sheth, Jagdish N.; Sharma, Arun.
In: International Marketing Review, Vol. 22, No. 6, 28.11.2005, p. 611-622.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - International e-marketing
T2 - Opportunities and issues
AU - Sheth, Jagdish N.
AU - Sharma, Arun
PY - 2005/11/28
Y1 - 2005/11/28
N2 - Purpose - E-marketing is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing e-marketing strategies for the web. However, the evolution and strategic direction of e-marketing strategies in international environments has not been discussed and is the focus of this paper. Design/methodology/ approach - In this paper, the authors examine two issues based on extant literature and our previous research in this area. The authors discuss e-marketing in an international context and develop a framework that will allow researchers and managers to understand the impact of country level effects on e-marketing strategies. The paper proposes that the evolution of e-marketing strategies is based on the countries infrastructure and marketing institutional development. Findings - It is found that international e-marketing strategies are fundamentally changing, and will continue to change, marketing thought and practice in international markets. The paper suggests that the e-markets of tomorrow may have little resemblance to the markets of today. Research limitations/implications - The paper suggests that additional conceptual and methodological research is required in this area. Propositions are derived that will provide directions for future research. Practical implications - Firms need to better monitor their international environments to determine the type of strategy that they need to follow. The proposed strategies are - brick and click strategies, digitization, disintermediation, buying groups and alternative infrastructure, firm driven e-marketing strategies, and corporate exchanges. Originality/value - This paper is the first attempt to examine the relationship between a country's infrastructure, marketing institutions and the appropriate e-marketing strategies.
AB - Purpose - E-marketing is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing e-marketing strategies for the web. However, the evolution and strategic direction of e-marketing strategies in international environments has not been discussed and is the focus of this paper. Design/methodology/ approach - In this paper, the authors examine two issues based on extant literature and our previous research in this area. The authors discuss e-marketing in an international context and develop a framework that will allow researchers and managers to understand the impact of country level effects on e-marketing strategies. The paper proposes that the evolution of e-marketing strategies is based on the countries infrastructure and marketing institutional development. Findings - It is found that international e-marketing strategies are fundamentally changing, and will continue to change, marketing thought and practice in international markets. The paper suggests that the e-markets of tomorrow may have little resemblance to the markets of today. Research limitations/implications - The paper suggests that additional conceptual and methodological research is required in this area. Propositions are derived that will provide directions for future research. Practical implications - Firms need to better monitor their international environments to determine the type of strategy that they need to follow. The proposed strategies are - brick and click strategies, digitization, disintermediation, buying groups and alternative infrastructure, firm driven e-marketing strategies, and corporate exchanges. Originality/value - This paper is the first attempt to examine the relationship between a country's infrastructure, marketing institutions and the appropriate e-marketing strategies.
KW - Electronic commerce
KW - Globalization
KW - International marketing
UR - http://www.scopus.com/inward/record.url?scp=27844580203&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=27844580203&partnerID=8YFLogxK
U2 - 10.1108/02651330510630249
DO - 10.1108/02651330510630249
M3 - Article
AN - SCOPUS:27844580203
VL - 22
SP - 611
EP - 622
JO - International Marketing Review
JF - International Marketing Review
SN - 0265-1335
IS - 6
ER -