The effect of E-marketing on the marketing performance of

Small Business Enterprise:

A comparative study between Egypt and the UK.

HATEM EL-GOHARY
Bradford University School of Management

School address
Mailing address
Telephone
Fax
Email

: EMM Lane, Bradford, West Yorkshire BD9 4JL, UK.

: 24 Laisteridge Lane, Bradford, BD7 1QT, West Yorkshire, UK.
: +44 (0)7878470306
: +44 (0)1274 546866
: h.o.a.elgohary@bradford.ac.uk
elgohary70@yahoo.com
Supervisor name : Dr. Myfanwy Trueman
Supervisor e-mail : M.Trueman@Bradford.ac.uk

16th EDAMBA Summer Academy

Soreze, France
July 2007

16th EDAMBA Summer Academy 2007

Hatem El-Gohary

Abstract:Small Business Enterprises (SBE's) play a major role in the world economy, and
their contribution to economic and employment growth is widely recognized. Based on
the SBE role as an economic engine to drive global development, this research seeks to
understand the practices and activities of these enterprises in terms of electronic
marketing (Achieving marketing objectives and functions through the use of electronic
communication technology), marketing performance and the effectiveness of industrial
and trade SBEs. In order to do this a comparative study is made between SBEs in Egypt
(developing) and the UK (developed).
The main aim of this work is to identify links between the conceptual framework
and empirical analysis in this field because they appear to be highly integrated, and if
reviewed separately may present distorted results.
A triangulation approach will be used in which quantitative and qualitative data
will be collected through structured mailed questionnaires and semi-structured
interviews to address different levels of investigation, test the hypotheses and address the
central research questions.
Key words: E-Marketing, Small Business Enterprises, Marketing performance,
Egypt, UK.
1. Introduction:Small Business Enterprises (SBE's) do play a major role in the world economy,
and they are recognized as one of the main contributors to economic, development and
employment growth. According to Mulhern (1995) 99% of all European companies are
small and medium sized (SME) and from 1985-1995 it provided 66% of the employment
in Europe. That is also true in Less Developing Countries (LDCs) since small businesses
do represent a high percentage of the total number of enterprises.
On the other hand, the revolution in information technology (IT) and
communications changed the way people conduct business today. In recent years,
increasing numbers of businesses have been using the Internet and other electronic media
in their marketing efforts, giving the chance for Electronic marketing (as a new marketing
phenomenon and philosophy) to grow in a very dramatic and dynamic way.
From the researcher point of view, implementing E-marketing by small business
enterprise can change the shape and nature of SBEs business all over the world. Because
the rapid proliferation of the Internet, the World Wide Web (WWW) and electronic
communication has created a fast growing new electronic channels for marketing. For
that, the internet and other electronic media are playing now a very important role in
conducting marketing activities due to its unique characteristics as a market and as a
medium.
Depending on that the researcher is seeking to add to the body of knowledge by
investigating and understanding the practices and activities of small business enterprises
through conducting a research about the effect of implementing E-marketing on

16th EDAMBA Summer Academy 2007

Hatem El-Gohary

marketing performance of industrial and trade SBE's, it is a comparative study between

the Egyptian and British SBEs to gain a better understanding of the SBEs role in
developing countries since they are less well represented in the literature.
1.1 Background:1.1.1 Small Business Enterprises:-

Despite of the powerful position held by small businesses, defining it has always
been difficult and there is a little agreement on what defines a small business because the
term covers a variety of firms. As a result small businesses have been defined in a
perplexing number of different ways in different parts of the world according to national
and local needs (Theng and Boon 1996; Watson and Everrett 1996). Table 1 summarizes
the official or most common definitions of SBE's used in some countries around the
world.
Table 1: Criteria of defining SBEs adapted by some countries
Country
USA
European
Union

No. of employees
Under 100
Under 50

Australia
Canada

Under 20
Under 500 in mfg
and 50 in services
None

India

Mexico
Thailand

Under 50
Under 200 in
labour intensive
Turkey
10 to 49
Source: El-Gohary (2006)

Other criteria
Less than $ 5 million annual sales
Annual turnover or global balance less than 10 million
euros
+
Independence
None
Less than $ 5 million annual sales
Total investment(not exceeding 10 million Indian
Rupees in industrial enterprises and 1 million in
service enterprises)
None
None
None

From table 1 it is noticed that the number of employees is the most often used
element in determining the category of SBE's in most countries. Furthermore,. It also
noticed that there is a lack of agreement on what defines a small business, for that a
standard definition for Small Business Enterprises is needed. Accordingly and due to the
absence of an Egyptian official definition for SBEs, the researcher will depend on the
following definition for SBEs for the purpose of conducting the research study: a small
business enterprise is that enterprise that employs from ten to forty-nine employees.
1.1.2 E-Marketing:-

Electronic marketing (E-marketing) can be viewed as a new modern business

practice associated with buying and selling goods, services, information and ideas via the

16th EDAMBA Summer Academy 2007

Hatem El-Gohary

Internet and other electronic means. A review of relevant literature revealed that
definitions of electronic marketing vary according to each author's point of view,
background and specialization. While Smith and Chaffey (2005) defines it as: Achieving
marketing objectives through applying digital technologies, Strauss and Frost (2001)
define it as: The use of electronic data and applications for planning and executing the
conception, distribution and pricing of ideas, goods and services to create exchanges that
satisfy individual and organizational objectives.
The researcher will depend on Strauss and Frost definition in conducting the
current research because: it takes into consideration all the element of E-marketing, all
types of products, it illustrate the main objective of E-marking which is creating the
exchanges that satisfy individual and organizational needs. Moreover it is the official
definition for E-marketing adopted by the E-Marketing Association.
1.1.3 Marketing performance:-

Given the fact that a firm survival depends on its capacity to create value, and
value is defined by customers (Day, 1990), marketing makes a fundamental contribution
to long-term business success. But despite of the importance of measuring business
performance there is a little research on the measures used to evaluate marketing
performance and effectiveness. On the other hand, when looking to the marketing
performance and success measures it is noticed that there are many measures. Recently,
in an attempt to organize performance measures Kokkinaki and Ambler (1999) have
summarized it and established six categories for marketing performance and success
measures which are: Financial measures / Competitive market measures / Consumer
behaviour measures / Consumer intermediate measures / Direct costumer measures /
Innovativeness measures.
1.1.3.1 E-Marketing Performance Measures:-

Standardised measures for E-marketing performance are both needed and

necessary. The discussion of most of the researchers has centred on the following
measures (beside the traditional marketing performance measures): Traffic/ Visit duration
/ Conversion rate (visit to purchase) / Catalogue size / Sales value / Number of
transactions / Number of users (as measured by the number of registered user accounts).
In conducting the proposed research the researcher will depend on both traditional
marketing and E-marketing performance measures. Namely: Financial measures /
Competitive market measures / Consumer behaviour measures /E-marketing measures
(such as: Conversion rate / Traffic / Visit duration / Number of transactions / Number of
users).
2. The Literature Review:The researcher had identified a wide range of the literature review (in its wider
broad sense which include: Journals, Academic Books, theses and dissertations, short
articles, E-databases, conference papers,). The literature time period starts from 1990
to presence. The research studies investigated and covered a wide rang of E-marketing
areas, such as: Internet-marketing / E-mail marketing / Intranet marketing / SMS
4

16th EDAMBA Summer Academy 2007

Hatem El-Gohary

marketing / Extranet marketing. On the other hand, it is noticed that the literature in
Internet-marketing (IM) covers five main areas which are: Internet marketing (IM)
environment, IM functions, IM applications and IM research. Regarding the literature of
E-marketing in SBEs, it was found that it covers the following areas illustrated in figure
1.

E-Bay and
SBEs
E-Business
adoption by
SBEs

The concept of
E-Marketing in
SBEs

The use of
internet by
SBEs

The literature of emarketing in SBEs

The internet as a distribution

channel for SBEs

B2B in SBEs

SBEs
Competencies

Virtual Market

Export
performance

Figure 1: The literature of e-marketing in SBEs

Source: El-Gohary (2006).
2.1 The research Gap:-

By reviewing this literature its noticed that:Almost all of the researches on E-marketing in SBEs had been conducted in
Europe (UK, Northern Ireland, the Republic of Ireland, Austria and Switzerland),
Australia and New Zealand. Only 2 studies were conducted in developing
countries.
The literature was concentrated on some research areas, and (up to the knowledge
of the researcher) there is no single research on the SBEs E- Marketing
Performance or in SBEs marketing in Egypt.

Obviously this is a major gap in the contemporary research on SBEs E-Marketing

Therefore a contribution to the literature is needed.
3. Research Problem:As a conclusion of the literature survey, the fundamental problem motivating this
research study is the urgent need to understand the relationship between using Emarketing by the Egyptian and British small business enterprises and the marketing
performance of these enterprises. As well as the effect that E-marketing has on marketing
activities for small business enterprises. The study attempts to have full-scale research
that is statistically significant that could answer the following main question: what are the
relationship between using E-marketing and the marketing performance of the Egyptian
and British small business enterprises.

16th EDAMBA Summer Academy 2007

Hatem El-Gohary
4. Research Objectives:-

The main objectives of this research is to: develop a theoretical model to

understand and interpret the use of the E-marketing by small business enterprises in the
UK and Egypt, explore and analyze the level and form of e-marketing used by the
Egyptian and British SBEs and its contribution to marketing performance as measured
by financial and operational performance measures.
To achieve these objectives a series of hypotheses have been constructed to be
tested during the research process.
5. Research Hypotheses:
Topic Selection
In the light Process
of the previous discussion and the literature review, the following
hypotheses have been constructed. Both the conceptual framework and empirical study
Electronicare linked to test these hypotheses:Marketing
Hypothesis (1): The Identification
level of e-marketing
of the:- used by SBEs is significantly related to the
firms- Research
marketingProblem
performance.
Hypothesis (2): The form
of e-marketing
- Research
objectivesused by SBEs is not significantly related to the
Small Business
firms
marketing
performance.
-Research
Importance
Enterprises
Hypotheses (3): Implementing E-marketing by the SBEs is dependent on the SBE
internal related factors.
The Research
6. Contribution To The Current Knowledge:Questions, Model and
We make a livingHypotheses
by what we get, but we make a life by what we give
Sir Winston Churchill
Research Strategy
The primary benefit of this study is as a contribution to knowledge in the areas of
Data,
andto the limited
small business enterprisesResearch
and E-marketing. The research
will Method
contributes
Research Methods
Methodological
number of empirical researches on marketing goods, services, ideas and information
Methodology
triangulation
depending on the Internet and other electronic marketing means.
Moreover, it contributes
Research Design
to the limited number of empirical evidences to explore the effect of E-marketing on the
Measures marketing performance of small business enterprises. Many researchers (Sheth, J. N.,
Sharma, A., 2005; Sandeep K., Singh, N., 2005; Adam, S., et al., 2002; Teo, T., Tan, J. S.,
2002; Darby, R., Jones, J., Al Madani, G., 2003 and Goldsmith, R., Lafferty, B., 2002)
Sampling Process
had suggested the need for such kind of research. Those authors agree that a serious
survey
marketing practitioners and academic researchers are now aware
that more systematic
Questionnaire Design
research is required to reveal the true nature of E-marketing.
and Administration
case study
Data Collection
7. Research Process:Reliability/ pilot study

Descriptive Statistics,
Correlation, Chi
The research process will be conducted through fiveSquare,
basicIndependent
stages (as illustrated in
Entering Data to SPSS
Figure2) these stagesData
are: Identification
of
the
research
problem
and objectives, The
samples t-test
Analysis
development
of
the
research
framework,
Research
methodology,
Quantitative and
Purification Process
qualitative data analysis, and Discussion and conclusion. Content Analysis

Interpretations and Discussion

of Key Findings
6
Conclusion and
Recommendations

16th EDAMBA Summer Academy 2007

Hatem El-Gohary

Figure 2: The research process

Source: El-Gohary (2006).
The researcher had done his best to arrange the organisation of the study in such
a way that it allows the readers to follow the process easily and smoothly.

16th EDAMBA Summer Academy 2007

Hatem El-Gohary
7.1 Research Methodology:-

From the researcher point of view, generally there is no optimal research

methodology or method. Because each methodology or method have some drawbacks or
limitations, but a researcher must employ the most appropriate research methodology and
methods to his research in the light of his research questions, aims and by taking into
consideration the methodologies and methods employed in other studies in the field.
Based on that, when determining the most suitable methodology for the research
the researcher take into consideration the research questions and aims as well as the
methodologies used in the contemporary E-marketing research.
To investigate the methodologies and methods used in contemporary E-marketing
research, the researcher constructed a representative un-probability sample from the
literature. From this sample it was found that the majority of researchers in the literature
depended on Quantitative methodology with a percentage of 33.3% of the sample size
and as illustrated in figure 3: 27.6% of the researchers applied Qualitative methodology,
8.6% applied Triangulation methodology, 29% conducted Conceptual and theoretical
studies and 1.5% (One researcher) conducted Literature Review. (Table 2 illustrate a
classification for this literature according to the methodology employed).
Regarding the research strategies adopted by the researchers it was found that the
majority of researchers depended on Survey strategy with a percentage of 41.7 % and as
illustrated in figure 4: 18.8 % of the researchers applied Case Study strategy, 6 % applied
Exploratory strategy and 3 % applied Experiment strategy.
On the other hand, regarding the research methods it was found that the majority
of researchers depended on Questionnaires with a percentage of 60.4 % and as illustrated
in figure 5: 29.6 % applied Interviews, 6 % applied observation and 4 % applied Focus
Groups.

8.6%

1.5%

33.3%

Quantitative
Quantitative
Theoretical
Conceptual

Qualitative
Qualitative
Triangulation
Triangulation
Literature review
Literature
review

Table 2
Classification for some of the literature according to the methodology employed
27.6%

29%

MethodologyLiteratureQuantitativeFlavin and Guinalu (2006), Lin et. al. (2006), Kuhlmeier and
Knight (2005), Wong (2005), Flavin et al.(2005), Lymperopoulos and Chaniotakis (2005), McCole
and Ramsey (2004),Kim and Kim (2004), Lee-Kelley et al.(2004), Merisavo and Raulas
Figure
3: Research Methodologies
in E-marketing
(2004).QualitativeTaylor
and Englandused
(2006),
Hackney et al. (2006), Park (2005), Lagrosen (2005),
Ryan andEl-Gohary
Valverde (2005),
Source:
(2006).Warnaby and Yip (2005), Rowley (2004 a), Smith, C. (2004), Darby et
al. (2003), Martin and Matlay (2003), Siddiqui et. al. (2003).TriangulationWeischedel et al (2005),
Christodoulides and Chernatony (2004), Fillis et al (2004), Yang et al. (2003), Chaston and Mangles
(2003), Adam et al (2002), Kapoulas (2002).Conceptual and theoretical studiesDe Kervenoael et al
(2006), Sheth and Sharma (2005), Sandeep and Singh (2005), McCole (2004), Smith and Manna
(2004), Smith, A (2004 a, b ), Kulviwat, et al (2004),Rowley (2004 b), Lindgreen et al
(2004).Source: El-Gohary (2006).

16th EDAMBA Summer Academy 2007

Hatem El-Gohary

1.5%

41.7%

29%

Survey
Case study
Exploratory
Experiment
Conceptual

3%

6%

Literature

18.8%

review

Figure 4: Research strategies used in E-Marketing

Source: El-Gohary (2006).

6%

29.6%

4%

Questionnaire
Interviews
Observation
Focus groups
60.4%

Figure 5: Research Methods used in E-marketing

ByEl-Gohary
reviewing
the methodologies in the literature it was found that most of the
Source:
(2006).

studies conducted have some critique points regarding the methodologies and methods
used in it, for example:* Among the things that can be taken against Collins, et al (2003):-

16th EDAMBA Summer Academy 2007

Hatem El-Gohary

- The research was conducted in 4 European countries, 2 of these countries do not

speak English and have a different culture which might affect the reliability of the study.
Especially that many of the questions were designed for academics rather to small hotels.
- Depending on the telephone in data collection have some drawbacks, one of it is
the danger that respondents might answer the question in the way that they believe the
researchers would like to hear (socially desirable answer).
- They didnt provide any valid arguments for choosing the 4 countries
investigated, especially that there are other famous tourism European countries like:
Greece, Italy and France. Not only the comparability of those countries is questionable,
but also applicability of the findings to other countries cant be guaranteed.
The same point of critique is valid on the methodology applied by McCole and
Ramsey (2004); they didnt provide any valid arguments for choosing the 3 countries
investigated in their study.
* The main point of critique on the methodology applied by: Ramsey and McCole
(2005); Hinson and Sorensen (2006); Chaston and Mangles (2003); Ng (2005) is the
Lack of applicability and generalisation of the findings to the population at large.
* For Poon and Swatman (1997) the major points of critique is that they depend
on a multiple-case design, Although these designs are desirable when the intent of the
research is description, theory building, or theory testing and it allows a cross-case
analysis and the extension of theory (Benbasat et al., 1987, p. 373), BUT (from the
researcher point of view) it have the following drawbacks: lack of quantitative evidence
provided (such as the additional revenue generated by using the Internet) / there is no
guaranty that the interviewees were honest in their responses /)
* Most of the Qualitative researches in the literature depend solely on Case
studies and that could make it have some problems such as: the accusation of limited
generalisability; the question of external validity and Lack of rigour (where biased views
of the researcher have been allowed to influence the findings) (Yin, 1994). Also it is
noticed that most of the Quantitative researches depend solely on survey strategy and it
also have some serious criticisms (Inherently positivistic, Incapable of getting at the
meaningful aspect of social behaviour, inherently atomistic ).
* Regarding conceptual studies, although it adds a lot to the field of E-marketing,
but all of it has a main point of critique which is: it lacks quantitative evidences to
support its findings.
Based on the previous discussion, a triangulation approach will be used in the
research, the researcher will make a: data, method and methodological triangulation, in
which quantitative and qualitative data will be collected depending on a combined
research strategy based on survey and case study strategies through questionnaires and
interviews to address different levels of the study.
The survey strategy will allow the answer of the 'WHAT' question of the research,
such as: what is the relationship between using E-marketing by the SBEs and its
marketing performance. On the other hand, the case study strategy will give in-depth

10

16th EDAMBA Summer Academy 2007

Hatem El-Gohary

information and answer the 'HOW' and WHY questions (for example: why the
relationship is taking one direction instead of anther direction).
Why triangulation?

The logic of triangulation is based on the premise that: no single method ever
adequately solves the problem (Denzin, 1978: 28) and using only one method is more
vulnerable to error linked to that particular method (Patton, 1990: 188); for that the use of
different methods in studying the same phenomenon should lead to a greater validity and
reliability than a single methodological approach, because any bias inherent in a
particular method would be neutralised when in conjunction with other methods. Beside
that, each technique has its advantages and disadvantages, strengthens and weaknesses,
for that combining the methods will be helpful and useful to benefit from the advantages
and strengthens and avoid the disadvantages and weaknesses.
So, although triangulation entails a commitment to greater amounts of effort, time
and money, it has the advantage of removing the bias that is often associated with the use
of a single technique. For that the researcher will use triangulation to increase the validity
and credibility of the research conclusion, to be more confident about the findings, to
increase the ability of generalization, to answer the research questions and to meet the
research objectives effectively and professionally. Especially that according to the
knowledge of the researcher there is no previous studies were conducted in the field of Emarketing practices in SBEs in Egypt, also there is lack in scientific studies in this filed
in general. For that the researcher: believes that combining of methods in this research is
indispensable, and will depend on a combined research approach based on survey and
case study analysis.
7.2 Data Collection and Analysis:-

The backbone of this research is to establish and sustain a clear link between
conceptual framework and empirical analysis. The main importance of this consideration
comes from the belief that unless the conceptual framework and empirical study are
highly integrated, each one of them individually would present a partitioned and distorted
image of the research points. For that this study will depend on:
Conceptual framework: depending mostly on the secondary data.
Empirical study
: depending mostly on the primary data.
A combined research strategy based on survey and case study strategies will be
carried out in the research by using structured mailed questionnaires and interviews as a
primary data collection methods.Then, many statistical analysis techniques will be used
to analyse the data and test the research hypotheses.

Bibliography:ADAM, S., MULYE, R., DEANS, K. & PALIHAWADANA, D. (2002) E-marketing in

perspective: A three country comparison of business use of the Internet. Marketing
Intelligence & Planning, 20 (4): 243 - 251.
BUI, T. X., LE, T. and JONES, W. D. (2006). An Exploratory Case Study E-Marketing in Ho Chi
Minh City, Thunderbird International Business Review, 48(3) 369388..

11

16th EDAMBA Summer Academy 2007

Hatem El-Gohary

CHASTON, I. & MANGLES, T. (2003) Relationship marketing in online business-to-business

markets: A pilot investigation of small UK manufacturing firms. European Journal of
Marketing, 37 (5/6): 753 - 773
COLLINS, C., BUHALIS, D. & PETERS, M. (2003) Enhancing SMTEs' business performance
through the Internet and e-learning platforms. Education + Training, 45 (8/9): 483 - 494
DARBY, R., JONES, J. & AL MADANI, G. (2003) E-commerce marketing: fad or fiction?
Management competency in mastering emerging technology. An international case
analysis in the UAE. Logistics Information Management, 16 (2): 106 - 113.
DAY, G.S. (1990), Market-Driven Strategy: Processes for Creating Value, The Free Press, New
York, NY.
DE KERVENOAEL, R., SOOPRAMANIEN, D., ELMS, J. & HALLSWORTH, A. (2006).
Exploring value through integrated service solutions: The case of e-grocery shopping.
Managing Service Quality, 16 (2): 185 - 202
DENZIN, N. K. (1978) The research act: a theoretical introduction to sociological methods.
London: McGraw-Hill.
FILLIS, I., JOHANNSON, U. & WAGNER, B. (2004) Factors impacting on e-business adoption
and development in the smaller firm. International Journal of Entrepreneurial Behaviour
&amp, 10 (3): 178 - 191
FLAVIN, C. & GUINALU, M. (2006) Consumer trust, perceived security and privacy policy:
Three basic elements of loyalty to a web site. Industrial Management &amp, 106 (5):
601 - 620
GATTICKER, U., PERLUSZ, S. and BOHMANN, K. (2000). Using the Internet for B to B
activities: A review and future direction for research, Internet Research: Electronic
Networking Applications and Policy, 10 (2): 126 140.
GOLDSMITH, R. & LAFFERTY, B. (2002) Consumer response to Web sites and their influence
on advertising effectiveness. Internet Research, 12 (4): 318 - 328
HINSON, R. & SORENSEN, O. (2006) E-business and small Ghanaian exporters: Preliminary
micro firm explorations in the light of a digital divide. Online Information Review, 30 (2):
116-138.
HOFFMAN, D and NOVAK, T (1996a), A new marketing paradigm for electronic commerce,
The information Society, 13 (1): 43-54.
HOFFMAN, D and NOVAK, T (1996b), Marketing in Hypermedia computer-mediated
environment: Conceptual foundation, Journal of Marketing, 60 (July): 50-58.
JUTLA, D., BODORIK, P. & DHALIWAL, J. (2002) Supporting the e-business readiness of
small and medium-sized enterprises: approaches and metrics. Internet Research, 12 (2):
139 - 164
KOKKINAKI, F. and AMBLER, T. (1999), Marketing performance assessment: an exploratory
investigation into current practice and the role of firm orientation, working paper No.
99-114, Marketing Science Institute, Cambridge, MA.
LIANG, T. and HUNG, J. (1998). An empirical study on consumer acceptance of products in
electronic markets: A transaction cost model, Decision Support Systems, 24: 63 74.
MALONE, T.W., YATES, J., BENJAMIN, R.I. (1987), "Electronic markets and electronic
hierarchies", Communication of the ACM, 30 (6):484-97.
MALONE, T.W., YATES, J., BENJAMIN, R.I. (1989), "The logic of electronic markets",
Harvard Business Review, 67 (3):166-72.
MARTIN, L. & MATLAY, H. (2003) Innovative use of the Internet in established small firms: the
impact of knowledge management and organisational learning in accessing new
opportunities. Qualitative Market Research: An International Journal, 6 (1): 18 - 26.

12

16th EDAMBA Summer Academy 2007

Hatem El-Gohary

McCOLE, P. & RAMSEY, E. (2004) Internet-enabled technology in knowledge-intensive

business services: A comparison of Northern Ireland, the Republic of Ireland and New
Zealand. Marketing Intelligence &amp, 22 (7): 761 - 779.
McGOWAN, P., DURKIN, M., ALLEN, L., DOUGAN, C. & NIXON, S. (2001) Developing
competencies in the entrepreneurial small firm for use of the Internet in the management
of customer relationships. Journal of European Industrial Training, 25 (2/3/4): 126 - 136.
MULHERN, A. (1995) The SME sector in Europe: A broad perspective. Journal of Small
Business Management, 33 (3), 83 -87.
NG, E. (2005) An empirical framework developed for selecting B2B e-business models: the case
of Australian agribusiness firms. Journal of Business &amp, 20 (4/5): 218 - 225
OLIVA, R.A. (2004), "B2B for sale", Marketing Management, 13 (5): 48-9.
PATTON, M. (1990) Qualitative evaluation and research methods. London: Sage Publications.
POON, S., SWATMAN, P.M.C. (1997), Small business use of the Internet - Findings from
Australian case studies, International Marketing Review, 14 (5): 385-402.
POON, S., SWATMAN, P.M.C. (1999), "A longitudinal study of expectations in small business
Internet commerce", International Journal of Electronic Commerce, 3 (3):21-33.
PORTER, M.E. (2001), "Strategy and the Internet", Harvard Business Review, 79 (3):63-78.
SAMIEE, S (1998), The Internet and international marketing: is there a fit, Journal of Interactive
Marketing, 12 (4): 5-21.
SANDEEP, K. & SINGH, N. (2005) The international e-marketing framework (IEMF):
Identifying the building blocks for future global e-marketing research. International
Marketing Review, 22 (6): 605 - 610
SHETH, J. & SHARMA, A. (2005) International e-marketing: opportunities and issues.
International Marketing Review, 22 (6): 611 - 622
SIDDIQUI, N., OMALLEY, A., MCCOLL, J. & BIRTWISTLE, G. (2003) Retailer and consumer
perceptions of online fashion retailers: Web site design issues. Journal of Fashion
Marketing and Management, 7 (4): 345 - 355
SMITH, A. (2004a) Cybercriminal impacts on online business and consumer confidence. Online
Information Review, 28 (3): 224 - 234.
SMITH, A. (2004b) E-security issues and policy development in an information-sharing and
networked environment. Aslib Proceedings, 56 (5): 272 - 285
SMITH, A. & RUPP, W. (2003) Strategic online customer decision making: leveraging the
transformational power of the Internet. Online Information Review, 27 (6): 418 - 432
SMITH, P.R. and CHAFFEY, D. (2005) e-Marketing excellence: at the heart of e-Business.
Butterworth Heinemann, Oxford, UK. 2nd edition
STRAUSS, J. and FROST, R. (2001) E-marketing. NJ: Prentice Hall.
TAYLOR, M. & ENGLAND, D. (2006) Internet marketing: web site navigational design issues.
Marketing Intelligence &amp, 24. (1): 77 - 85
TEO, T. & TAN, J. (2002) Senior executives perceptions of business-to-consumer (B2C) online
marketing strategies: the case of Singapore. Internet Research, 12 (3): 258 - 275
THENG, L. G. and BOON, J. L. W. (1996) An Exploratory Study Of The Factors Affecting The
Failure Of Local Small And Medium Enterprises. Asia Pacific Journal of Management
.13(2): 47-61

WATSON, J. and EVERRET, J. (1996) "Do Small Businesses Have High Failure Rates,
Evidence From Australian Retailers." Journal of Small Business Management
.34(4): 45-62
WIENTZEN, H.R. (2000), "What is the Internets impact on direct marketing today and
tomorrow?", Journal of Interactive Marketing, 14 (3):74-8.

13

16th EDAMBA Summer Academy 2007

Hatem El-Gohary

WHITE, G.K. (1997) "International online marketing of foods to US consumers", International

Marketing Review, 14 (5):376-84.

14