O impacto da capacidade de marketing na internacionalização de e-services
: o caso da Porto Editora : Infopédia

  • Ana Cláudia Amorim Martins (Student)

Student thesis: Master's Thesis

Abstract

Recent research suggests that a traditional theory of corporate internationalization doesn’t apply to e-services companies. Such theories argue that firms internationalize through behavioral or rational economic approaches, gradually and incrementally. However, some experts disagree and don´t apply the theories in case of e-commerce. These experts refer to e-commerce but we think is necessary to make an analogy of e-commerce to e-service on the assumption that e-service can be integrated into e-commerce. From the highlighted factors, among others, the international depends on marketing capability. The marketing capability is the ability of a company to identify target markets, developing the marketing mix strategies, and build and maintain relationships with loyal customers. In this context it is important to investigate some relevant issues that make the ability marketing major to e-services internationalization.
Date of Award20 Oct 2014
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorRicardo Alexandre Morais (Supervisor)

Keywords

  • Marketing capability
  • Internationalization of e-service
  • Case study

Designation

  • Mestrado em Marketing

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