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E-Marketing Activities and Perceived Competitive Advantage in the Context of Globalization: Study of Lublin Region Firms


  • Radoslaw Macik

    (Maria Curie-Sklodowska University, Poland)

  • Bartosz Jpzwik

    (The John Paul II Catholic University of Lublin, Poland)

  • Monika Nalewajek

    (Maria Curie-Sklodowska University, Poland)


ICT usage for communication and marketing activities can play important role in facilitating internationalization of firms, as well as being a source of competitive advantage of the enterprise in comparison to firms less advanced in ICT deployment. Main goal of the paper is to explore to what extent e-marketing activities performed by a firms located in one of less developed and peripheral regions of European Union – Lublin Voivodeship (Lublin Region) are connected with perceived competitive advantage on international and domestic markets. Paper describes differences between 3 groups of firms: exporters, potential exporters, and firms not interested in international presence, as well as the model of influence of e-marketing activities on perceived competitive advantage Data are coming from large scale survey of 1680 firms from Lublin Region. Mentioned groups are differing in ICT usage – on general level and also for using particular technologies and e-marketing tools. Generally the higher level of internationalization the higher usage of Internet communication and e-marketing activities. Particularly exporters are more aware of the importance of several e-marketing activities, and perceive them as more efficient comparing to other groups analyzed.

Suggested Citation

  • Radoslaw Macik & Bartosz Jpzwik & Monika Nalewajek, 2012. "E-Marketing Activities and Perceived Competitive Advantage in the Context of Globalization: Study of Lublin Region Firms," Knowledge and Learning: Global Empowerment; Proceedings of the Management, Knowledge and Learning International Conference 2012, International School for Social and Business Studies, Celje, Slovenia.
  • Handle: RePEc:isv:mklp12:741-749

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    References listed on IDEAS

    1. Pankaj Ghemawat, 2003. "Semiglobalization and international business strategy," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 34(2), pages 138-152, March.
    2. Williamson, Oliver E, 1993. "Calculativeness, Trust, and Economic Organization," Journal of Law and Economics, University of Chicago Press, vol. 36(1), pages 453-486, April.
    3. Lode Li, 2002. "Information Sharing in a Supply Chain with Horizontal Competition," Management Science, INFORMS, vol. 48(9), pages 1196-1212, September.
    4. Hau L. Lee & Kut C. So & Christopher S. Tang, 2000. "The Value of Information Sharing in a Two-Level Supply Chain," Management Science, INFORMS, vol. 46(5), pages 626-643, May.
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