This qualitative study of 18 exporters from Poland and Germany builds on the premise that the value of Internet marketing capabilities is co-determined by other characteristics of the exporters’ business models. The study will elucidate the drivers of Internet marketing capability adoption in...

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...

This chapter provides a short overview of the concepts of international expansion, first of all, placing export within the broader context of firm internationalisation. It briefly recapitulates the key issues with regard to exporting, including notably its performance outcomes. Subsequently, the...

This short introductory chapter explains the overall context for the research presented in this book. Exporters face challenging international environments characterised by technological, competitive and institutional pressures. These challenges are further exacerbated in a VUCA (volatile,...

The short concluding chapter summarises the key contributions of the book. First of all, it highlights the contributions in the context of research on Internet-enabled internationalisation. It highlights how the present study supports the positive effect of Internet marketing capabilities on...

This chapter aims to address the hypotheses formulated within the analytical framework by using the empirical results of three quantitative studies conducted in the context of Polish and German exporters. The chapter explores how Internet marketing capabilities in the business models of...