The Functionality of Websites as Export Marketing Channels for Small and Medium Enterprises

Abstract

The e‐commerce literature has suggested that the Internet ‘levels the playing field’ for small businesses trying to market their goods and services worldwide. However, there is limited research that describes how websites are used and the constraints that hamper the development of websites as export marketing channels. Our study found that while small businesses use websites as their primary export marketing channel, limited resources inhibit their ability to conduct more sophisticated marketing transactions. As a result, one could conclude that the Internet only ‘partially levels the playing field’ when exporting to foreign markets.

Keywords:

• e‐commerce
• exports
• small businesses

Notes

Stephen E. Rau

Kenneth A. Saban

([email protected]) is Associate Professor of Marketing at Duquesne University of Pittsburgh. His research focuses on the impact of technology on business performance. Specific applications include e‐commerce, knowledge management, organizational learning, new product development and cyber‐security.

([email protected]) is Assistant Professor of Accounting at Duquesne University of Pittsburgh. His research interests include the risks associated with technology implementation and the control procedures designed to mitigate this risk, auditors' cognitive processes, ethics, and the impact of the Sarbanes‐Oxley Act on investor confidence.

Kenneth A. Saban

([email protected]) is Associate Professor of Marketing at Duquesne University of Pittsburgh. His research focuses on the impact of technology on business performance. Specific applications include e‐commerce, knowledge management, organizational learning, new product development and cyber‐security.

Additional information

Notes on contributors

Stephen E. Rau

Stephen E. Rau Kenneth A. Saban ([email protected]) is Associate Professor of Marketing at Duquesne University of Pittsburgh. His research focuses on the impact of technology on business performance. Specific applications include e‐commerce, knowledge management, organizational learning, new product development and cyber‐security. ([email protected]) is Assistant Professor of Accounting at Duquesne University of Pittsburgh. His research interests include the risks associated with technology implementation and the control procedures designed to mitigate this risk, auditors' cognitive processes, ethics, and the impact of the Sarbanes‐Oxley Act on investor confidence.