Export Marketing Performance (EMP) of Pakistan SMEs impacted by the Internet

DOI: 10.5176/2010-4804_2.3.235

Authors: Mahmood A. Awan and Wenqing Zhang

Abstract:

This paper studies the impact of the Internet (when used for communication, networking,
market research, sales, image enhancement, cost reduction and competitive advantage purposes) on export marketing performance of developing country exporters. It was found that Internet use for the purposes of communication and cost reducing significantly
impacted the export marketing performance of exporters. Evidence has also been provided that when the Internet is used for communication and cost reduction, this will have a positive impact on export marketing performance. Thus, it is important for the management
of such exporters to be aware of these factors when using the Internet for exporting at such scale. The unit of analysis was an individual exporter. Data was gathered via a self-administered mail survey of over 400 Pakistani exporters coming from a wide cross section of industries. It is recommended that future researchers replicate this
study with a larger sample and a larger developing country to examine whether the relationships between variables still hold true on an industry-by-industry basis, as some industries have more interactive websites than others.

Keywords: The Internet, Export Marketing Performance, Developing countries, Pakistan, Firm’s International Experience