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Internacionalización e Internet: Nueva mirada al Marketing Internacional

Author

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  • Verónica Henao Posada

Abstract

La economía de la información y la empresa red constituyen la base de una nueva gestión empresarial. Hoy se habla de estructuras horizontales, flexibilidad en los procesos y trabajo en equipo. Estos cambios en la economía global han influido en el desarrollo de los negocios internacionales y en la evolución del marketing internacional. Además, gracias a la Internet el mercado de masas se convierte en un mercado de nichos y las empresas tienen más oportunidades de acceder a los mercados exteriores. Finalmente, existen diversas herramientas en Internet que potencializan la internacionalización de las empresas, y la gestión de la marca, permitiendo la construcción de relaciones a largo plazo con las demás partes de la cadena de suministro. Internationalization and the Internet: A New Outlook on International Marketing The information society and the network organization form the basis for a new business management. Today, we speak of horizontal structures, flexibility in processes, and teamwork. These changes in the global economy have influenced the development of International Business and International Marketing. Moreover, thanks to the Internet, the mass market has become a niche market and companies have more opportunities to access foreign markets. Finally, there are several online tools to potentiate the internationalization of enterprises and brand management, allowing for the construction of long-term relationships with other parts of the supply chain.

Suggested Citation

  • Verónica Henao Posada, 2013. "Internacionalización e Internet: Nueva mirada al Marketing Internacional," Revista Ad-Minister, Universidad EAFIT, March.
    • Handle: RePEc:col:000475:011690
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    File URL: http://publicaciones.eafit.edu.co/index.php/administer/article/view/2024#.U5r909IyLJI
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    Citations

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    Cited by:

    1. Maria García-García & María Victoria Carrillo-Durán & Jose Maia, 2021. "The Maturity of Corporate Websites as a Digital Communication Channel in Portuguese SMEs’ Process of Adopting E-Commerce," Sustainability, MDPI, vol. 13(21), pages 1-18, October.

    More about this item

    Keywords

    Sociedad de la información; empresa red; toyotismo; redes sociales; plan de internacionalización; inteligencia de mercados; internet; mercadeo relacional; gestión de marca; Information society; network organization; toyotism; social networks; internationalization plan; market intelligence; internet; relationship marketing; brand management.;
    All these keywords.

    JEL classification:

    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • R12 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Size and Spatial Distributions of Regional Economic Activity; Interregional Trade (economic geography)
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration

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