3. Internet marketing capabilities and exporting

This chapter concentrates on the role of Internet marketing capabilities for exporting firms. Firstly, the general phenomenon of digitalisation is placed in the context of business model innovation and subsequently reviewed for its role in firm internationalisation. The ensuing literature review is centred around Internet technologies as the downstream facet of digitalisation, which is most broadly implemented in the area of export operations and is, therefore, inherently related to export performance. The literature review provides a systematic overview of the research field, discusses the most extensively studied aspects of Internet technologies, and explores their relationships with the patterns and outcomes of export activities. Finally, the findings of the literature review are integrated with the conceptual foundations developed in Chapter 2 to propose an analytical framework and research hypotheses, which are addressed in the subsequent chapter.