Does Internet Reduce the Need for Experiential Knowledge? : A Case Study about the Importance of Online Marketing Capability Development in a Retail SMEs’ International Marketing Processes

• There are two different types of firm online internationalization retailers, default, and active online retailers. Previous research has shown that it mostly is mangers who decide if firms participate in international markets as a default or an active online retailer. There are, however, a lack of previous studies about the development processes of international SMEs that move from being default into becoming active online retailers. Therefore, this paper studies this process by analyzing a case-study from the Swedish retail industry. The results imply that an international retail SMEs that wants to change from being a default into becoming an active online retailer needs to develop an online marketing capability. International retailing SMEs need an online marketing capability to develop the kinds of websites and business concepts that they need to support their internationalization journeys.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business (hsv//eng)

Publikations- och innehållstyp

ref (ämneskategori)

kon (ämneskategori)