RT Journal Article
SR Electronic
T1 Using Corporate Websites For Export Marketing
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 105
OP 116
DO 10.2501/JAR-42-5-105-116
VO 42
IS 5
A1 Dou, Wenyu
A1 Nielsen, Ulrik ‘Ollie’
A1 Tan, Chee Ming
YR 2002
UL http://www.journalofadvertisingresearch.com/content/42/5/105.abstract
AB The internet is becoming increasingly important for exporters to reach or sell to potential customers in international markets. This study investigated how exporters could utilize different elements of their corporate websites to achieve either their communication or transaction objectives. First, relevant website attributes were identified and analyzed. Second, website content analysis was conducted on a random sample of exporters' websites selected from three countries: Canada, Denmark, and Malaysia. The study results highlighted important website attributes that are appropriate for exporters' online marketing objectives. Implications for export promotions on the internet and government policies are also discussed.