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毕 业 设 计（论 文）外 文 参 考 资 料 及 译 文 设计（论文）题目： 影响国际间企业网络营销成功的因素 学生姓名： 秦冬 学 号： 0822110325 专 业： 市场营销 所在学院： 商学院 谷虤 讲师 2013年 12月 27 日 Factors affecting the success of business-to-business international Internet marketing(B-to-B IIm): an empirical study of UH companies节选 Riyad Eid awd Wolverhampton Yniversity Senior Lecturer in the Marketing Department Myfawvy Truewaw Bradford Yniversity School of Management, Bradford, YK. ABSTRACT Business-to-business international Internet marketing is one of the key drivers in sustaining an organisations competitive advantage. The challenge for organisations today is to understand the factors that play a critical role in utilising Internet capabilities and their implications on business strategic objectives to enable them to compete successfully in the electronic age. Proposes 33 critical factors classified into five categories and validated empirically through a sample of 123 YK companies. Discusses the significance, importance and implications for each category and makes recommendations. KEYWOR: Internet marketing, Business-to-business marketing, Critical success factors INTRODUCTION In recent years business-to-business international Internet marketing (B-to-B IIM) has received widespread attention. Avlonitis and Karayanni (SOOO), Duffy and Dale (SOOS), Hamill and Cregory (l99P), Hoffman es al. (l999), Lorter (SOOl) and Quelch and Klien (l996) conducted in-depth studies to understand those factors that are needed to enhance B-to-B IIM implementation. They conclude that organisations need to understand how to identify the critical factors that affect the implementation process and address them effectively to ensure that the promised benefits can be realised and failures can be avoided. However, research in business-to-business Internet marketing is still in its infancy. Most research on Internet marketing has been either descriptive or theoretical/speculative. There is a lack of solid research models to guide