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E-Marketing Activities and Perceived Competitive Advantage in the Context of Globalization: Study of Lublin Region Firms

Author

Listed:
  • Radoslaw Macik

    (Maria Curie-Sklodowska University, Poland)

  • Bartosz Jpzwik

    (The John Paul II Catholic University of Lublin, Poland)

  • Monika Nalewajek

    (Maria Curie-Sklodowska University, Poland)

Abstract

ICT usage for communication and marketing activities can play important role in facilitating internationalization of firms, as well as being a source of competitive advantage of the enterprise in comparison to firms less advanced in ICT deployment. Main goal of the paper is to explore to what extent e-marketing activities performed by a firms located in one of less developed and peripheral regions of European Union – Lublin Voivodeship (Lublin Region) are connected with perceived competitive advantage on international and domestic markets. Paper describes differences between 3 groups of firms: exporters, potential exporters, and firms not interested in international presence, as well as the model of influence of e-marketing activities on perceived competitive advantage Data are coming from large scale survey of 1680 firms from Lublin Region. Mentioned groups are differing in ICT usage – on general level and also for using particular technologies and e-marketing tools. Generally the higher level of internationalization the higher usage of Internet communication and e-marketing activities. Particularly exporters are more aware of the importance of several e-marketing activities, and perceive them as more efficient comparing to other groups analyzed.

Suggested Citation

  • Radoslaw Macik & Bartosz Jpzwik & Monika Nalewajek, 2012. "E-Marketing Activities and Perceived Competitive Advantage in the Context of Globalization: Study of Lublin Region Firms," Knowledge and Learning: Global Empowerment; Proceedings of the Management, Knowledge and Learning International Conference 2012,, International School for Social and Business Studies, Celje, Slovenia.
    • Handle: RePEc:isv:mklp12:741-749
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    Cited by:

    1. Anas Y. Alhadid & Batool Ahmmad Qaddomi, 2016. "The Role of Public Relations on Company Image: Social Media as a Moderating Variable: A Case Study at the Applied Science Private University at Jordan," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(4), pages 310-317, April.

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