Internet marketing in exports – a useful tool for small businesses
Internet marketing is on the rise, and developing country export companies can use it to overcome some of their competitive disadvantages. This article describes a study of small and medium-sized exporters in the wine industry in Chile and the coffee industry in Costa Rica. In Chile, extranets were found to be useful for communicating with importers around the world and providing marketing materials; in Costa Rica, some exporters found online shops to be a good way of increasing turnover with higher margins. Constraints to the adoption of internet marketing are discussed.