Purpose – Extant international marketing enquiry has been widely criticised for lacking scope and ambition. Typically, empirical investigations have involved single market studies employing quantitative methods and survey techniques. Consequently, researchers have been challenged to embrace...

Given the growth of services and their importance in the economy, e‐business and the Internet have the potential to increase the competitiveness and growth of small firms. However, the general pattern is that the smaller the enterprise, the less likely they are to be prepared to adapt their...