The Role of Websites in Business Internationalization

• Type: Chapter or Part of a Book
• Date: 2022

Authors

Barbosa, B (Author) FEP; Santos, CA (Author) Other; Katti, C (Author) Other; Filipe, S (Author) Other

Book

Title: Handbook of Research on Smart Management for Digital Transformation

Pages: 332-355

ISBN: 9781799890089

Electronic ISBN: 9781799890102

Publisher: IGI Global

Other information

Authenticus ID: P-00W-5HN

DOI: 10.4018/978-1-7998-9008-9.ch016

Abstract (EN): <jats:p>This chapter aims to contribute to a better understanding of the role of websites in business internationalization by exploring how website overall objectives and their coherence with website strategies support website internationalization effectiveness. It provides empirical evidence on the experiences of Portuguese companies shared by 20 managers of large companies and SMEs of various activity sectors. Results show the importance of a clear website strategy (e.g., clear objectives and coherent tactics) for an effective role in internationalization. Findings also confirm that, while many managers are skeptic about the effectiveness of websites as an internationalization touchpoint, namely due to sector characteristics (e.g., type of customers, type of products/services), the website is perceived as an essential tool for reaching, attracting, and involving international customers, supporting other communication instruments such as participating in international fairs and sales force. </jats:p>

Language: English

Type (Professor's evaluation): Scientific