عنوان انگلیسی مقاله:

Customer reference marketing: Conceptualization, measurement and link to selling performance

ترجمه عنوان مقاله: قابلیت های بازاریابی توسعه تجارت الکترونیک و برای بازدهی افزایش عملکرد در B2B سرمایه گذاری صادرات

رشته: بازاریابی، تجارت الکترونیک

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 12 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

This study builds on resource based view (RBV) theory by examining the effects of e-commerce on exporting performance. Specifically, a framework is developed and tested to determine the e-commerce resources/capabilities– marketing efficiencies–performance relationship. To explore the impact of e-commerce on exporting, a two-stage methodological approach was employed. Results from 15 depth interviews with exporters were used to gain insight into types of e-commerce resources and capabilities and their impact on export marketing efficiencies and performance. Next, the framework was empirically tested using a sample of 340 exporters.

The evidence shows that specialized e-commerce marketing capabilities directly increase a firm’s degree of distribution and communication efficiency,which in turn leads to enhanced export venture market performance. Overall, the analyses provide support for the need to incorporate e-commerce constructs into existing RBV theory in export marketing. Theoretical and managerial contributions are discussed and directions for future research are offered.

Keywords: E-commerce, Resources and capabilities, RBV, Marketing efficiencies, Export performance, Business-to-business exporting
Export ventures

مقدمه انگلیسی مقاله

The importance of exporting in today’s global marketplace is undeniable. It is themost popularway for firms to engage with international markets (Leonidou & Katsikeas, 2010) and the most common mode of entry for small and medium-sized firms (Spyropoulou, Skarmeas, & Katsikeas, 2010). The value of worldwide exporting has now exceeded $18.5 trillion dollars and accounts for 23% of world GDP (World Bank, 2015; World Trade Organization, 2014). Export trade is expected to grow due in part to recent advances in communication, transportation, and information technologies. Given the importance of exporting and the unlimited growth potential in e-commerce technologies, little empirical research exists on how exporters leverage these technologies in developing efficiencies in exporting (Gregory, Karavdic, & Zou, 2007).

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