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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/22641

Title: A Dynamic Perspective on Internet Capabilities and Export Marketing Performance
Authors: Ruskowski, Ingrid
Pauwels, Pieter
Issue Date: 2016
Citation: Puck, Jonas; Linder, Thomas; Putzhammer, Moritz (Ed.); 42nd Annual Conference of the European International Business Academy (EIBA), Vienna, Austria, 02-04/12/2016
Status: Early View
Abstract: Academic and management literature alike suggest a positive performance impact of online marketing tools. However, the nature and sustainability of this effect remain largely unexplored. In this article, the authors identify an organization’s Internet capabilities as a bundle of skills to transform material and immaterial resources into particular online applications. Based on cross-national data from 215 middle-sized industrial exporting firms, we find that companies can use Internet capabilities to spur functional export marketing capabilities. On top, Internet capabilites fullfill a second purpose, namely enhancing the export marketing knowledge base of an export venture. This dual-purpose effect illustrates the dynamic nature of Internet capabilities and eventually improves companies export marketing performance. Eventually, we account for a direct effect of Internet capabilities on performance, and find that this effect is fully mediated by export marketing capabilities and strategy.
Notes: The authors appreciate input on the research design of this study from Martin Wetzels, Luis Filipe Lages, and Ko de Ruyter.
URI: http://hdl.handle.net/1942/22641
ISBN: 9783200050280
Category: C2
Type: Proceedings Paper
Appears in Collections: Research publications

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