'From Garage to Global': The Internet's Influence on International Market Growth: An Australian SME Perspective

The Internet has the capability to generate international market expansion and future growth for the firm, a concept known as Internetalisation. However, it is yet to be determined as to how much or to what level the Internet influences internationalisation, and thus international market growth. Both international market penetration (capitalising on existing markets and/or customers) and the development of new international customers are achievable goals for the Internet enlightened SME. The aim of this research is to explore the influence of the Internet on international market penetration and development from the strategic perspective of the SME in Australia. Therefore, the research question, “How has the Internet influenced international market growth? ‿ has been developed. To explore this phenomenon In-depth case interviews were conducted with experienced international marketing strategic decision makers from twelve Australian SME’s that operate internationally and that use the Internet in their internationalisation process. Findings indicate that the Internet has given firms the capabilities to become instantly or rapidly international. The acceleration of internationalisation changes the once slow ands cumbersome process of advancing the firm’s product into international markets. Further, new virtual network intermediaries or electronic marketplaces reduce the need for the firm to have human and financial infrastructures necessary for internationalisation. However, more traditional relationship networks are still the primary mechanism for internationalisation. Thus, a new theory of internationalisation is not needed but rather an evolved version of network theory may be a better explanation of internationalisation of SME’s in today’s