Document Type


Publication details

Post-print of: Lu, VN & Julian, CC 2008, 'The internet, strategy and performance: a study of Australian export market ventures', Journal of Global Marketing, vol. 21, no. 3, pp. 231-240.

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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. Data were gathered via a self-administered mail survey of 315 Australian firms involved in exporting. The findings indicate that, when the Internet was used for communication purposes and to provide the firm with a competitive advantage, it had a significant impact on export marketing performance. Firm-specific characteristics and export marketing strategy also had a significant impact on export marketing performance.

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