B2B E‐Marketing Strategies of Multinational Corporations: Empirical Evidence from the United States and Australia

Abstract

This study empirically examines the role of the Internet in global business‐to‐business (B2B) marketing strategies of Multinational Corporations (MNCs) based in the United States and Australia. The results demonstrate that uses of the Internet in a global B2B setting often parallel its domestic uses but that variables that facilitate or inhibit its implementation for global operations are somewhat different in global markets. The findings suggest that MNCs in the two countries are using the Internet in their global B2B operations predominantly for business enhancement purposes as compared to revenue enhancement. Results also show that for global B2B operations, the Internet is viewed by MNCs as a tool to enhance competitive intelligence, streamline operations, and enhance the marketing processes. It is also deemed essential for a firm’s long‐term competitive stance by large as well as small and medium‐sized MNCs.

Citation

Singh, T., Gordon, G. and Purchase, S. (2007), "B2B E‐Marketing Strategies of Multinational Corporations: Empirical Evidence from the United States and Australia", American Journal of Business, Vol. 22 No. 1, pp. 31-44. https://doi.org/10.1108/19355181200700003