Internationalization Model Revisited: E-marketing Approach

Vida Škudienė, Viltė Auruškevičienė, Neringa Ivanauskienė, Lineta Ramonienė


Purpose. This paper aims to integrate the concepts of the internationalization process and e-marketing. This study takes the position that existing internationalization theories need to be revised from a new perspective as the Internet and e-marketing provided new opportunities for developing business abroad. Thus firms’ internationalization model has to be adapted to accommodate a changed environment. Therefore the purpose of the paper is to propose a revisited preliminary conceptual internationalization model from e-marketing perspective.

Methodology. The study undertakes a review and synthesis of the extant literature examining internationalization models and e-marketing concept. Literature from the internationalization and e-marketing fields were analysed, and findings were synthesised to develop a preliminary conceptual model of internationalization.

Results. The study introduces the revised internationalization model from e-marketing perspective (IMREM) as a guiding template for future research in internationalization processes. The designed conceptual model integrates revisited internationalization components – information availability and usage, international mindset, international business networks and communication interactivity - and e-marketing strategy and tactics. The identified Internet and e-marketing components give a better understanding of the internationalization process. The major theoretical contributions stem from the proposition of a holistic perspective of the Internet and e-marketing effects on internationalization.

The theoretical contribution. This study contributes to internationalization development theory with the conceptual integration of various internationalization theories into a new area of e-marketing. This study also contributes to theory by proposing a revised theoretical integrative conceptual model centering on three major internationalization components (information availability and usage,  international business networks and communication interactivity, and international mindset) as well as key factors of e-marketing: e-marketing strategy and e-marketing tactics. Thus, the more precise account of specific internationalization components enhanced by the Internet and e-marketing is provided.

Practical implications (if applicable). The practical contribution is twofold. Firstly, the findings of the research illustrate contemporary issues for firms’ internationalization and e-marketers concerning international market growth effectiveness. The designed internationalization framework gives credibility to how the Internet and e-marketing can enhance internationalization opportunities for firms. Secondly, marketing practitioners can use this framework to formulate international marketing programs. The revised internationalization framework provides insights into the current Internet and e-marketing potential for firms to expand internationally and create competitive advantage.

Keywords: internationalization, e-marketing strategy, e-marketing tactics.

Paper type: Theoretical paper.


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