Critical success factor
Internet’s contribution
Finding the “right” overseas agentor
Use of online databases and searches to find
distributor suitable overseas representation; and/or reduced
dependency on agents/distributors through direct
selling, etc.
Effective management of the agency/ Electronic communications to support more
distributor relationship traditional forms of collaboration and contact;
creation of virtual communities based on mutual
trust
Strong commitment to exporting Increase commitment to overseas markets through
participation in global electronic networks
International awareness, knowledge and Increase in international awareness, confidence
orientation and commitment through access to global
information sources; participation in global
network communities; enquiries and feedback
to WWW site from potential global customers
Selectivity in market selection Significantly simplified through Internet-based
export market research resources
Respect for and orientation to foreign Closer company/customer relationships through
customers electronic communications, feedback, interactivity,
etc.
Export planning and strategy development Utilization of the Web’s potential in strategic
export planning
Fast communications and documentation Electronic communications with foreign agents/
procedures distributors; customers; partners governments, etc.
Effective marketing mix policies Targeted marketing
Long-term perspective Internet resources supporting the