Executive Insights: Use of the Internet in International Marketing: A Case Study of Small Computer Software Firms

This study focuses on how small exporting firms use the Internet in their international marketing activities. The authors conducted six case studies of software firms. The software sector has several notable features: It is one of the world's fastest-growing industries, its products can be distributed electronically, and software companies are “Internet literate.” This study's findings suggest that most firms use the Internet to search for...