Abstract

HENAO POSADA, Verónica. Internationalization and the Internet: A New Outlook on International Marketing. AD-minister [online]. 2013, n.22, pp.56-68. ISSN 1692-0279.

The information society and the network organization form the basis for a new business management. Today, we speak of horizontal structures, flexibility in processes, and teamwork. These changes in the global economy have influenced the development of International Business and International Marketing. Moreover, thanks to the Internet, the mass market has become a niche market and companies have more opportunities to access foreign markets. Finally, there are several online tools to potentiate the internationalization of enterprises and brand management, allowing for the construction of long-term relationships with other parts of the supply chain.

Keywords : Information society; network organization; toyotism; social networks; internationalization plan; market intelligence; Internet; relationship marketing; brand management.

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