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International Council for Small Business

ICSB

51st World Conference – June 2006

“From garage to global”
The Internet’s influence on international market growth
An Australian SME perspective
Shane Mathews, Associate Lecturer
Queensland University of Technology
School of Advertising, Marketing & Public Relations, Brisbane, 4000
Tel: +61 (07) 3864 9400 email: sw.mathews@qut.edu.au
Dr Marilyn Healy, Visiting Fellow
Queensland University of Technology
School of Advertising, Marketing & Public Relations, Brisbane, 4000
Tel: +61 (07) 3864 9400 email: m.healy@qut.edu.au
Type of Paper: Research Paper

ABSTRACT
The Internet has the capability to generate international market expansion and future growth for the firm, a concept
known as Internetalisation. However, it is yet to be determined as to how much or to what level the Internet influences
internationalisation, and thus international market growth. Both international market penetration (capitalising on existing
markets and/or customers) and the development of new international customers are achievable goals for the Internet
enlightened SME. The aim of this research is to explore the influence of the Internet on international market penetration
and development from the strategic perspective of the SME in Australia. Therefore, the research question, “How has
the Internet influenced international market growth? ” has been developed. To explore this phenomenon In-depth
case interviews were conducted with experienced international marketing strategic decision makers from twelve
Australian SME’s that operate internationally and that use the Internet in their internationalisation process. Findings
indicate that the Internet has given firms the capabilities to become instantly or rapidly international. The acceleration of
internationalisation changes the once slow ands cumbersome process of advancing the firm’s product into international
markets. Further, new virtual network intermediaries or...

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Marketing. Anti Essays. Retrieved December 13, 2018, from the World Wide Web: http://parimatch-stavka7.com/free-essays/Marketing-320620.html


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