Title: 'From garage to global': the internet and international market growth, an SME perspective

Authors: Shane Mathews, Marilyn Healy

Addresses: Faculty of Business, School of Advertising, Marketing and Public Relations, Queensland University of Technology, 2 George Street, Brisbane QLD, 4000, Australia. ' Faculty of Business, School of Advertising, Marketing and Public Relations, Queensland University of Technology, 2 George Street, Brisbane QLD, 4000, Australia

Abstract: The internet has the capability to generate international market expansion and future growth for firms, a concept known as internetalisation. However, it is yet to be determined how much or to what extent the internet influences internationalisation, and thus international market growth. Both international market penetration (capitalising on existing country markets) and international market development (capitalising on new country markets) are achievable goals for the internet-enlightened Small and Medium Enterprises (SMEs). The aim of this research is to explore the influence of the internet on international market penetration and development for SMEs in Australia. The internet has given SMEs the capabilities to become rapidly or even instantly international. That is, the acceleration of internationalisation due to the internet has changed the once slow and cumbersome process of international market expansion. Specifically, an evolved version of accelerated internationalisation that incorporates the enhanced virtual network capability for SMEs is a more precise theoretical explanation.

Keywords: market growth strategy; Australia; small and medium-size Enterprises; SMEs; internet; internationalisation theory; internetalisation; internet marketing; internet advertising; international market penetration; international market development.

DOI: 10.1504/IJIMA.2008.017021

International Journal of Internet Marketing and Advertising, 2008 Vol.4 No.2/3, pp.179 - 196

Published online: 04 Feb 2008 *

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