earticle

영어

This paper examines the success factors of export internet export marketing and the difference of internet export marketing activities by korean small and medium enterprises, while classifying the group of enterprises in respect of export performance level. Using 76 samples, author adopted a multiple discriminant analysis for the analysis of the success factors of internet export
marketing and the difference of export marketing activities.
The results of analysis showed that the independent variables such as market acceptance and use of internet, attitudes of CEOs, consumer orientation, marketing capability, product characteristics, internationalization level, web investment and experience-based learning were statistically significant for achieving the successful internet export performance. This study's findings seem to offer executives the important insights for understanding the skills and
resources specific to achieving competitive advantage and higher export performance.