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The Impact of Internet on the International Marketing Introduction The emergence of self-reliant economy has made human being to experience faster communication, transportation and capital flow. Such factors are creating both opportunities as well as challenges for the marketers…
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Download file to see previous pages However, with the opening up of the global economy, marketers got the opportunity to carry out business operations in the overseas markets and they also consider it as the way forward to sustain for a longer period of time (Onkvisit and Shaw, 2004). Today more and more business houses are importing, exporting or outsourcing their manufacturing to other countries. Efficient international marketing is therefore desirable for the affluence of organizations operating in this highly competitive and globalized economy (Czinkota and Ronkainen, 2007). Moreover, it has been also observed a number of companies depend on the overseas market to sell a large portion of their goods and services which in turn helps them to survive. With the increasing international marketing activities, the use of technology for marketing purpose is also growing at a rapid pace. One of the obvious one is the use of internet in the process of international marketing. Lee et al., (2003) believes that internet lies at the heart of a business and is the global network of networks. The author also believes that internet enables heterogeneous digital workstations to transparently and directly share and communicate services with the end consumers. Moreover, the use of internet in global business is the place where information technology and economic value creation takes place and hence leads to a completely new form of economy. Discussion For the past few years, business houses are witnessing colossal changes in the use of information technology. Previous studies have shown that, business houses earlier used technology for making decision, as a communication tool or for collecting information from the customers (Poon and Swatman, 1997). According to Lymperopoulos and Chaniotakis (2005), internet in business is an area which needs further research and analysis and also believes that marketers are still not fully aware of its application thereby leaving it potentially uncovered. However, some authors deem internet is no more an area of research rather it is a research tool. According to Murray (2008), internet plays a crucial role in improving the internal business activities. The author also stated that it is not only a mere tool by which the purchase behaviour and culture of offshore customers are examined scrupulously and communication system is enhanced, but also takes the responsibility of enhancing the advertisement channels and online selling. Therefore, with the help of internet, the overall interactivity of businesses is greatly augmented. Theoretical Framework Hamill (1997) believes that the information technology revolution had a profound effect on the way international business is being carried out. The most viable and apparent one is the explosion of global marketing activity over the internet and the evolution of the global information superhighway. The author also believes that internet can act as a powerful source for gaining competitive advantage in the market place. Moreover, increasing number of companies are developing strategies that assist in the overall business development process. Internet provides an environment which is fundamentally different from the usual ones and is highly beneficial for the international marketing activities. However, it requires a radically different approach in the context of strategy development and business process development. In the meantime, it has been also observed that the mainstream academic literature has hardly provided ...Download file to see next pagesRead More
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