Current theory on export marketing is based on the assumption that each exporting
decision is made in isolation, whereby a set of factors are considered for single
market entry only, without the consideration of simultaneous entry into multiple
foreign markets. Because e-commerce is able to provide instantaneous access to
numerous global markets, recent technological advances force us to rethink whether
existing theoretical frameworks are sufficient in explaining today's export
marketing strategies. A review of the recent export literature suggests that a new
paradigm may be needed to take into consideration the electronic marketplace, both
in the process of entering markets, and in the management of operations within those
markets. The purpose of this article is to present a model that integrates
e-commerce into existing theories on export marketing. Specifically, the aim is to
develop a theoretical framework that: (a) extends existing export marketing theories
by incorporating ecommerce strategy; (b) proposes a contingency approach to compare
and contrast the relationship among environmental variables, export market strategy
and export performance; and, (c) provides a clear direction for future research
through the development of research propositions investigating the role of
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