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The Internet and International Marketing: A Review

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In the second half of the 1990s, a flurry of articles proclaimed that the Internet would revolutionise the way firms, including smaller firms and ones based in developing economies, conducted their international marketing activities. With a view to understanding and assessing how far our knowledge of this subject – i.e., the impact of the Internet on international marketing – has progressed over the past seven years or so (1995-2002), this paper seeks to provide an overview of selected literature pertaining to the Internet and business in general and international marketing in particular. There appears to have been much promise in terms of theoretical applications of the Internet to international marketing and surprisingly little scholarly attention thereafter to validate those propositions. This paper concludes with an exhortation to international marketing scholars to further our collective understanding of it, the collapse of the Internet boom notwithstanding.
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Keywords: DEVELOPING ECONOMY CONTEXT; E-OPPORTUNITY; INTERNATIONAL MARKETING; INTERNATIONALISATION; LITERATURE REVIEW; SMALL FIRMS; THE INTERNET

Document Type: Research Article

Publication date: December 1, 2003

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