The Effect of Internet Marketing Capabilities on the Export Performance of SMEs

Abstract

In developing countries, small and medium sized enterprises play an important role in economic development by increasing production, employment and exports, but due to limited financial resources, they always have to pursue strategies and competitive advantages for survival and to maintain expand their market share. The purpose of this study was to investigate the impact of SMEs Internet marketing capabilities on their export performance. Research method is based survey and the research technique is based on standard questionnaire. The statistical population of the study consisted of managers of 210 small and medium export companies in one of the industrial cities of Tehran province. Using Cochran formula, 130 questionnaires were delivered among managers.Using Structural equations Modeling and LISREL software, a conceptual model of the impact of internet marketing capabilities on export performance was investigated by accessing business-related information and IT infrastructure and customer-orientation on export performance. The results of the research indicate that Internet marketing has a directly positive and significant effect and through the variables of access to information and infrastructure of the company's technology and customer-orientation on the performance of the export of small and medium sized enterprises and also, customer orientation in these companies is more important than other two variables.