The impacts of E-commerce on international business and marketing : a literature review

Abstract

Despite the growing trend towards the Internet (and web 2.0), there appears to be a lack of comprehensive research for their impacts on international business and marketing. I addressed this gap in the research literature by reviewing extant literatures in the field of online marketing and business. After reviewed past research literatures in the fields of entrepreneurship and business, marketing, science and technology and management, some relevant findings can be identified and elaborated in this review. These findings are surrounded the issues as the impacts of internet on international business, entrepreneurship and marketing, the definition of web 2.0 and its impacts on international business and marketing, the benefits and problems of E-commence during international business and marketing processes and the new marketing mix for online marketing. The objective of this literature review is to illustrate the impacts of Internet on international business, entrepreneurship and marketing as well as to identify benefits and problems of Internet in these commercial processes. By doing this, some literatures gaps regards to the topic such as e-commerce legal issues can be filled in; meanwhile potential gaps and future research can be suggested. Starting with a historical concepts overview that provides the basis of this topic, the review moves into a collection of the impacts of the Internet (and web 2.0) on international business and marketing. After providing a thorough picture of this topic, the review deals with an underlying analysis of the topic. The managerial implications relate to online international marketing and legal issues will be presented afterwards. After that, summary of findings and conclusion will be presented in the form of a table. At the end, a conclusion of this review and future research directions that follow the relevant sections are discussed as propositions. First, general impacts of E-commerce are important to investigate, because it can serve a good basis of this review and offer a historical view of this topic. This part basically focuses three aspects: international business, international entrepreneurship and international marketing. Second, the applications of web 2.0 and its impacts on international business and marketing are important due to the fact that web 2.0 is a hot topic in this area and the findings of web 2.0 can contribute to the topic lot especially international marketing issues. Because of its specialty and newness, web 2.0 applications and impacts should be discussed separately and distinguished with general issues. Third, the investigations of the benefits and problems of international E-commerce can further identify and explain what effects of E-commerce can bring to international business and marketing processes and clarify which of them are negative or positive. In addition, the review of marketing mix literatures can be a supplement to the review of impacts of E-commence on international marketing. In the final section of this review, I categorized the implications of online international marketing and legal issues for international online marketers, traders and the scholars in this area. Based on these findings, the summary of key findings can be formulated and the conclusions can be stated. Still, literature gaps exist in this review and I highlight some of them as well as future research suggestions at the end of this review. 3 This literature review serves the following functions for scholars in this field:  Showing overall picture of the impacts of Internet (and Web 2.0) on international business and marketing  Pointing out the benefits and issues of Internet (and Web 2.0 applications) as international trade and marketing tools  Reviewing the marketing Mix specifically in E-marketing area; meanwhile stating the weaknesses  Offering managerial implications of online international marketing and its potential legal issues  Giving future possible research recommendations relate to the topic

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