The Role of Websites in Business Internationalization

• Tipo: Capítulo ou Parte de Livro
• Data: 2022

Autores

Barbosa, B (Autor) FEP; Santos, CA (Autor) Outra; Katti, C (Autor) Outra; Filipe, S (Autor) Outra

Livro

Título: Handbook of Research on Smart Management for Digital Transformation

Páginas: 332-355

ISBN: 9781799890089

ISBN Eletrónico: 9781799890102

Editora: IGI Global

Outras Informações

ID Authenticus: 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>

Idioma: Inglês

Tipo (Avaliação Docente): Científica