A Hybrid Conceptual Approach of E-marketing

This study has combined already accepted and available theories regarding e-marketing to remove limitations of each one and exploit their advantages as well. Broadly used global theories (e.g. Uppsala model) unfortunately do not explain phenomenon of accelerated and rapid internationalization as it is urgent to develop an exhaustive method which could be used throughout the international community. E-marketing role in the process of firms’ business expansion outside the national boarders has not been evaluated as one of the key factors to determine the market leader. As the Internet, ICT and e-marketing provided new opportunities for developing business abroad, internationalization model has to be adapted to accommodate a changed environment. The aim of the paper is to propose a revisited conceptual internationalization model from e-marketing perspective. The designed conceptual internationalization model integrates revisited internationalization antecedents – information availability and usage, international mindset, international business networks and communication interactivity - and e-marketing strategy and tactics perspective leading to internationalization process success.

کلیدواژه ها:

Hybrid conceptual approach ، E-marketing ، ICT ، internationalization