Sinkovics, Noemi; Sinkovics, Rudolf R.; “Bryan” … - In: International Marketing Review 30 (2013) 2, pp. 130-155
Purpose – While the internet enjoys increasing interest regarding its potential to extend the global reach of firms, especially small and medium‐sized firms (SMEs), little work has been done on the viability of the internet as a new and effective path to internationalization. Specifically,...