Lu, VN & Julian, CC 2007, 'The empirical link between the internet, firm-specific characteristics, market characteristics, export marketing strategy and performance', 3Rs: reputation, responsibility and relevance: Proceedings of the 2007 ANZMAC (Australian and New Zealand Marketing Academy) Conference, Dunedin, New Zealand, 3-5 December, University of Otago Press, Dunedin, New Zealand, pp. 1354-1360. ISBN: 0868039837
This study examines the impact of the Internet, firm-specific characteristics, market characteristics, and export marketing strategy on export marketing performance. The unit of analysis was an individual product/market export venture. The findings indicate that when the Internet was used for communication and to provide the firm with a competitive advantage it had a significant impact on the export marketing performance of the export market ventures in the sample. Firm-specific characteristics and export marketing strategy also had a significant impact on export marketing performance.