BUSINESS RESEARCH

MANAGEMET
Assignment

Research Proposal

Submitted to
Mam Shabana Naveed

Submitted by
Abdul Rehman (L1F17BBAM0042)
Mahnoor Fatima (L1F17BBAM0048)
Rabia Javaid (L1F17BBAM0063)
Raja Asad Iqbal (L1F17BBAM0044)
 The Impacts of Internet on International Business and Marketing
Background
“It is true that the Internet will change everything. It is not true that everything will change.”

Paul Deininger, CEO of Broadview Capital Partners, quoted by Useem (2000)

The web-based promoting is progressively attracting attention of marketers and has gotten one of
the fundamental types of advertising today if we think that in the USA and numerous nations just
the TV promoting draws in bigger measures of promoting spending plans. s. According to a survey by
Alloy Media & Marketing, 96 percent of US teens go online to participate in a social network at least
once a week (Biz Report.com, 2007). Global coverage and access of Internet has interconnected
global communities beyond physical boundaries, leading to the increasing homogenization of
consumer preferences, justifying the standardization of Web-based advertising and promotional
campaigns (Okazaki and Rivas, 2002). In response to the quick adoption of electronic
communication, marketers are exploring methods that exploit the many diverse opportunities
existing on the Internet (Honeycutt et al., 1998; Roller, 1996; Rubel, 1996). One of the most
expansive areas for opportunity is the international marketing environment due to the low set-up
costs, global coverage and access, ease of entry, time independence and interactivity (Berthon et al.,
1996).

In spite of the expanding quantities of organizations that are now utilizing the web to seek after
worldwide chances or applying it as publicizing instrument, in any event, showcasing and business
written works has given bunches of consideration to the, even wonder, a relative thorough and
efficient survey on both online business and promoting is required.

Objectives and research questions

The main objectives of this literature review are to signifies the importance of Internet on
international businesses and marketing; additionally, to spot the advantages and issues of
exploitation internet as International promoting tools and commercialism platforms. For the future
analysis during this area, some contributions are often created by this review and these
contributions are going to be explicit within the later chapter of this review; in the meantime, some
research gaps within the literatures were known and that they are going to be presented at the end
of this review

In order to research the underlining impacts of internet on international marketing and business,

the central analysis question will be can be as:

What are the impacts of Internet on International business and marketing?

In research question, impact means effects. The impact in this analysis is divided into two parts

 International business impacts

 International marketing impacts

International business impacts are going to present the process that more and more businesses
pursue international business opportunities via the internet. Impacts basically are globalization,
industrial clusters, regulations, customer products and services, supply chain management, product
development, and prices issues during the online international trading processes.

International business impacts basically include impacts on international entrepreneurship. The

effects are entrepreneur’s decision making when they try to persue international opportunities in
internet markets

Based on central research question, following sub research questions can be formulated:

 General impacts of internet?

 Benefits of E-Commerce
 Marketing mix for online marketing?
 Problems and legal issues?

The first sub-question is a guiding research question. The other three sub-questions are all extended
questions to first question.

Methods
In order to present the main difference and impact of internet between these two marketing
communication methods. Our research comprises of contributions from diverse and relevant fields
of knowledge. We basically used online books, papers and online electronic sources. The key words
mostly used were “online international business”, “online international marketing” and “impacts of
internet on online international business and online international marketing”. Here is the list of
some articles and books we used for our research;

 Entrepreneurship & business related  Journal of international entrepreneurship

 Business horizon
 Marketing related  Journal of advertising research
 Journal of international marketing
 Management related  Journal of management
 Harvard business school press
 Books  International management
 Principles of marketing

Timescale
We started searching on our research proposal April 17,2020. We selected three topics ideas for our
research proposal.

 The impact of molecular diagnosis of malaria

 Motivation as an independent and a dependent variable in medical education
 The Impacts of Internet on International Business and Marketing

We choose our third topic because it was related more to our business studies. We started begin
our search for articles, journals and books. Our search basically included three major aspects which
are entrepreneurship related, marketing related and management related.
So, we started our search by dividing these three aspects. For every aspect we selected two journals.
We used the content from two books. One book written by Luthans, F. “International
Management” and the other one written by Kotler, P., Armstrong, G., Wong, V., & Saunders, J.
“Principles of marketing”. We gathered our thoughts and made a rough sketch of our research
proposal after that we typed our thoughts in a complete form of research proposal. The timescale of
our research proposal is approximately about 17-25 hours.

References

Arenius, P., McLeod, C., & Gabrielsson, M. (2006). Rapid internationalization enabled by internet.
journal of international entreprenuership, 279-290.

Berthon, P. R., Pitt, L. F., & Campbell, C. (2007). When customers get clever: Managerial approaches
to dealing with creative consumers. Business horizons, 39-47.

Berthon, P., Pitt, L. F., & Watson, R. T. (1996). The World Wide Web as an advertising medium:
toward understanding of conversion efficiency. Journal of Advertising Research, 43-54.

Cronin, M. J. (1996). The Internet Strategy Handbook: Lessons from the New Frontier of Business.
Boston, MA.: Harvard Business School Press.

Kotler, P., Armstrong, G., Wong, V., & Saunders, J. (2008). Principles of Marketing. London, UK:
Prentice Hall.

Luthans, F., & Doh, J. P. (2010). International Management. New York, USA: McGraw-Hill.

Rothaermel, F. T., Kotha, S., & Steensma, H. K. (2006). International market entry by U.S. internet
firms: an empirical analysis of country risk, national culture, and market size. Journal of
Management, 56-82.