B2B E-Marketing Strategies of Multinational Corporations: Empirical Evidence from the United States and Australia
This study empirically examines the role of the Internet in global business-to-business (B2B) marketing strategies of Multinational Corporations (MNCs) based in the United States and Australia. The results demonstrate that uses of the Internet in a global B2B setting often parallel its domestic uses but that variables that facilitate or inhibit its implementation for global operations are somewhat different in global markets. The findings suggest that MNCs in the two countries are using the Internet in their global B2B operations predominantly for business enhancement purposes as compared to revenue enhancement. Results also show that for global B2B operations, the Internet is viewed by MNCs as a tool to enhance competitive intelligence, streamline operations, and enhance the marketing processes. It is also deemed essential for a firm’s long-term competitive stance by large as well as small and medium-sized MNCs.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Volume (Year): 22 (2007)
Issue (Month): 1 ()
|Contact details of provider:|| Web page: http://www.emeraldinsight.com|
|Order Information:|| Postal: Emerald Group Publishing, Howard House, Wagon Lane, Bingley, BD16 1WA, UK|
Web: http://www.emeraldinsight.com/abs.htm Email:
When requesting a correction, please mention this item's handle: RePEc:eme:ajbpps:v:22:y:2007:i:1:p:31-44. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Katie Frudd)
If references are entirely missing, you can add them using this form.