The internet and international marketing

Abstract

Purpose

This paper aims to provide a link between the concepts of internationalization and internetalization, since both have become an e‐business.

Design/methodology/approach

This study extends a model developed by Buttriss and Wilkinson which offers a starting‐point for classifying elements and identifying interactions in the internationalization process in global marketing. The objective has been achieved through the comparison between the Buttriss and Wilkinson model and a suggested model by the researcher.

Findings

The adoption of internationalization provides excellent opportunities in international marketing activities. It is suggested that e‐business is made up of many elements, such as business intelligence, supply chain management, customer relationship management, and enterprise resource planning. All of these existed in electronic form prior to the web but to a limited degree of penetration and below the level of sophistication that is prevailing today.

Originality/value

This paper fulfils and identifies resources needed and offers new thought to individuals in the field of management and probably IT.

Citation

Alrawi, K. (2007), "The internet and international marketing", Competitiveness Review, Vol. 17 No. 4, pp. 222-233. https://doi.org/10.1108/10595420710844316