CHARACTERISTICS OF INTERNET DOMAINS OF POLISH EXPORT BRANDS AND SPECIFICS OF A SECTOR

Main Article Content

Marzanna Witek-Hajduk
Jolanta Mazur
Andrzej Sznajder
Bartosz Targański
Piotr Zaborek


Keywords : Internet domain names’ characteristics, web sites, internationalization, Polish brands
Abstract
The aim of this paper is to answer the research question: Do the characteristics of Polish brands' websites addressed to the domestic and foreign consumers demonstrate significant differences in terms of the industry specificity?For this purpose, quantitative research was carried out by observing and recording the characteristics of the exporting brands' websites, supplemented with secondary data on Internet traffic and the financial outcomes of the brands' owners. The research community constisted of 402 strongest Polish consumer goods' brands sold in foreign markets.It has been found that the brands of clothing and other fashion-related products and brands of consumer durable goods demonstrate relatively high level of surveyed Web site characteristics and brands of food and cosmetics - the lowest.

Article Details

How to Cite
Witek-Hajduk, M., Mazur, J., Sznajder, A., Targański, B., & Zaborek, P. (2017). CHARACTERISTICS OF INTERNET DOMAINS OF POLISH EXPORT BRANDS AND SPECIFICS OF A SECTOR. The Scientific Journal European Policies, Finance and Marketing, (17(66), 189–199. https://doi.org/10.22630/PEFIM.2017.17.66.16
References

Alrawi K.: The internet and international marketing. Competitiveness Review, An International Business Journal 17(4)/2007. (Crossref)

Chaffey D., Mayer, R., Johnston K., Ellis-Chadwick F.: Internet Marketing, Pearson Education, Edinburgh Gate 2000.

Chulikavit K.: E-commerce and the international distribution of SMEs. IADIS International Conference e-Commerce 2010.

Chulikavit K., Rose J.: E-commerce and the internationalization of SMEs. Globalization and entrepreneurship: H. Etemad, R.W. Wright (red.) Policy and strategy perspectives, Northampton, MA: Edward Elgar Publishing 2003. (Crossref)

Davis P.S., Harveston P.D.: Internationalization and organizational growth: The impact of Internet usage and technology involvement among entrepreneur-led family businesses, Family Business Review 13 (2) /2000. (Crossref)

Đikanović P.: Implementing information technologies in modern business for better market positioning of companies, Megatrend revija 8 (1)/2011.

Eriksson L.T., Hultman J., Naldi L.: Small business e-commerce development in Sweden - an empirical survey. Journal of Small Business and Enterprise Development, 15(3)/2008. (Crossref)

Ghobakhloo M., Arias-Aranda D., Benitez-Amado J.: Adoption of e-commerce applications in SMEs, Industrial Management & Data Systems, 111(8)/2011. (Crossref)

Gibb F., Matthaiakis I.: A framework for assessing web site localization, The Electronic Library, 25 (6)/2007. (Crossref)

Ha L., Lincoln J.: Interactivity Reexamined: A Baseline Analysis of Early Business Web Sites. Journal of Broadcasting & Electronic Media, 42 (4)/1998. (Crossref)

Jaw Y.-L., Chen Ch.-L.: The influence of the internet in the internationalization of SME's in Taiwan, Human Systems Management, 25 (3)/2006. (Crossref)

Kaczmarek-Kurczak P.: Wykorzystanie stron internetowych przez polskich eksporterów z wybranych branż wysokich, średnich i niskich technologii, MBA, 5/2010.

Kim H., Choi Y.J., Lee Y.: Web atmospheric qualities in luxury fashion brand web sites, Journal of Fashion Marketing and Management, 19 (4)/2015. (Crossref)

Krulis-Randa J.S.: Megatrends und Logistik-Management, [w]: Krulis-Randa J.S., Hägeli S.W. (red.), Megatrends als Herausforderung für das Logistik-Management, Bern/Stuttgart 1992.

Mazur J., Zaborek P.: Validating DART Model, International Journal of Management and Economics 44 (1)/2014. (Crossref)

Mills A.J., Pitt L., Sattari S.: Reading between the vines: analyzing the readability of consumer brand wine websites, International Journal of Wine Business Research, 24 (3)/2012. (Crossref)

Moini H., Tesar G.: The Internet and internationalization of smaller manufacturing enterprises, Journal of Global Marketing, 18 (3-4)/2005. (Crossref)

Nguyen T.D.: Factors affecting the utilization of the internet by internationalizing firms in transition markets: Evidence from Vietnam, Marketing Intelligence and Planning, 25 (4)/2007. (Crossref)

Okazaki S.: Searching the web for global brands: how American brands standardise their websites in Europe, European Journal of Marketing, 39(1/2)/2005. (Crossref)

Petersen B., Welch L.S., Liesch P.W.: The Internet and Foreign Market Expansion by Firms, MIR: Management International Review, 42 (2)/2002.

Prahalad C. K., Ramaswamy V.: Co-creating unique value with customers, Strategy and Leadership, 32 (3)/2004. (Crossref)

Przybyłowski K., Hartley S., Kerin R., Rudelius W.: Marketing, Oficyna Ekonomiczna, Kraków 1998.

Reding V.: Digital Europe: the Internet mega-trends that will shape tomorrow's Europe, Speech at the European Internet Foundation Special Event A view of the Digital World in 2025, 2008.

Rzeczpospolita: Ranking Rzeczpospolitej Polskich Marek 2015, 1 grudnia 2015.

Saban K.A., Rau S.E.: The Functionality of Websites as Export Marketing Channels for Small and Medium Enterprises, Electronic Markets, 15 (2)/2005. (Crossref)

Saeed, S.: Exporting and the Internet: a conceptual perspective, International Marketing Review, 15 (5)/1998. (Crossref)

Shneor R., Flaten B-T.: The Internet-Enabled Internationalization Process: A Focus on Stages and Sequences, Journal of e-Business, Vol VIII, Nr 1-2/2008.

Simeon R.: Evaluating domestic and international Web-site strategies. Internet Research, 9(4)/1999. (Crossref)

Sinkovics N., Sinkovics R.R., "Bryan" Jean R. J.: The Internet as an alternative path to internationalization? International Marketing Review, 30 (2)/2013. (Crossref)

Sørensen O. J., Buatsi S.: Internet and exporting: the case of Ghana. Journal of Business & Industrial Marketing, 17(6)/2002. (Crossref)

Stephens D.O.: Megatrends in international records management. Information Management, 3(4)/2001.

Tseng K-M.K., Johnsen R.E.: Internationalisation and the Internet in UK manufacturing SMEs. Journal of Small Business and Enterprise Development, 18(3)/2011. (Crossref)

Ulrich S.: Internetbasierte Internationalisierung, Entscheidungsfindung, Umsetzung und Erfolgsmessung, Gabler Verlag, Wiesbaden 2011.

Vargo S.L., Lusch R.F.: Evolving to a New Dominant Logic in Marketing, Journal of Marketing Vol. 68/2004. (Crossref)

Wawrzyński M.: Urbanizacja, komunikacja lotnicza, cyfryzacja człowieka - kluczowe megatrendy zmian XXI. [w]: Przyszłość. Świat-Europa-Polska. 2/2012.

Yu J., de Koning A., Oviatt B.M.: Institutional and Economic Influences on Internet Adoption and Accelerated Firm Internationalization. [w]: Shepherd D.A., Katz J.A. International Entrepreneurship, Advances in Entrepreneurship, Firm Emergence and Growth, 8, Emerald Group Publishing Limited 2005.

Statistics

Downloads

Download data is not yet available.