E-Marketing Activities and Perceived Competitive Advantage in the Context of Globalization: Study of Lublin Region Firms
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.
|This chapter was published in: Radoslaw Macik & Bartosz Jpzwik & Monika Nalewajek , , pages 741-749, 2012.|
|This item is provided by International School for Social and Business Studies, Celje, Slovenia in its series Knowledge and Learning: Global Empowerment; Proceedings of the Management, Knowledge and Learning International Conference 2012 with number 741-749.|
|Contact details of provider:|| Web page: http://www.issbs.si|
When requesting a correction, please mention this item's handle: RePEc:isv:mklp12:741-749. 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: (Alen Ježovnik)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.