International marketing and the internet: a research overview and the path forward

Purpose The purpose of this paper is to present an overview of the intersection of research into international marketing (IM) and the internet, seeking areas where knowledge is developing, and where further research is required. Design/methodology/approach The study utilizes an integrative review of the extant literature. Findings The study identifies the role of the internet as a tool for competitive advantage and internationalization. In considering these aspects of the internet within IM, the necessity for establishing a foreign market presence is also examined. Further, it is asserted that the internet’s influence on internationalization is largely through exporting of products and digital services. Originality/value The paper offers a new perspective on the issues emerging in the literature in terms of IM and the internet, and identifies new avenues for future research.