The internet and export marketing performance : The empirical link in export market ventures

Purpose – This study seeks to examine the empirical link in export market ventures of the relationship between the internet (when it is used for communication, networking, market research, sales, image enhancement, cost reduction and competitive advantage purposes) and export marketing performance. Design/methodology/approach – Data were gathered via a self‐administered mail survey of Australian exporters. The sample consisted of 133 Australian firms coming from a wide cross‐section of industries. Findings – The findings indicate that, when the internet was used to achieve a competitive advantage for the firm and reduce the costs associated in doing international business, these uses of the internet were significant in discriminating between high and low export marketing performance. Furthermore, the international experience of the export venture's management was a significant factor in discriminating between high and low export marketing performance. Research limitations/implications – From a methodological perspective, a potential concern may be that the measures are all self‐reported. Consequently, the relationships tested may be susceptible to the influence of common method variance. Evidence has been provided that, when the internet is used for cost reduction purposes and as a competitive weapon, this will have a positive impact on export marketing performance. Originality/value – A major contribution of this study is that it re‐validates measures for the different uses of the internet, namely, communication, networking, market research, sales, image enhancement, cost reduction and competitive advantage.