THE RELATIONSHIP AMONG E-MARKETING STRATEGY AND SUCCESS OF INTERNATIONALIZATION PROCESS OF THE SMEs IN EMERGING ECONOMIES

Abstract

In the last decades, remote technologies changed the networks and communication behavior of a company. Although the number of researches analyzing the importance of internet to the expansion abroad is constantly growing (Gilmore, Gallagher, & Henry, 2007), the influence of e-marketing strategy on the success of internationalization process remains an unexplored scientific topic. The known theories of firm’s internationalization are not able to set the light on the speed and success of internationalization process from the internet technologies and e-marketing perspective. Therefore, this article presents an empirical testing of Revisited Internationalization Model (Skudiene, Auruskeviciene, & Sukeviciute, 2015) and a quantitative analysis of the relationship among e-marketing strategy and success of internationalization process.