Internetalisaton: International market growth strategies in a digital environment

The powerful global reach of the Internet is altering the international trade landscape. As a consequence of this influence traditional international trade theory and the theory of internationalisation is in need of re-examination (Petersen, Welch & Liesch, 2002). The Internet’s influence on international marketing is a positive one as the technology enhances internationalisation and the capabilities of firms to grow into new and existing foreign markets. That is, the Internet has the capability to generate geographical foreign market expansion and future growth for the firm (Petersen, Welch & Liesch, 2002; Kotabe & Helsen, 2004) a concept known as Internetalisation. However, it is yet to be determined as to how much or at what level the Internet influences internationalisation, and thus international market growth. Both international market penetration and the development of new international customers are achievable goals for the Internet enlightened firm. Subsequently, the research problem “Does the Internet influence market growth strategies in international markets, if so, how and why?” has been developed for research investigation.