In the organic olive oil sector in Spain, which comprises small companies,
supply outstrips demand by a considerable margin that increases
every year. Selling outside Spain is therefore a key strategy for
the sector, which needs to strive to take advantage of all the benefits
that can come from active participation in world markets. Accessing
new markets requires the availability of specific resources that can cut
the costs of any internationalization process to a minimum and ensure
that the firm benefits from advantage the opportunities that internationalization
affords. According to the literature, prominent among
these resources are the qualifications of the management (Bijmolt &
Zwart, 1994) and the availability of ICT capabilities, to make use of the
new channels of information, promotion, and even sales that exist on
the Internet—which complement and/or provide alternatives to traditional
channels (Peña-Vinces, Cepeda-Carrión, & Chin, 2012).