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Exploring E-Marketing Practises as Tool for Globalisation by Egyptian SBEs

Exploring E-Marketing Practises as Tool for Globalisation by Egyptian SBEs
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Author(s): Hatem El-Gohary (Birmingham City University, UK & Cairo University Business School, Egypt)
Copyright: 2011
Pages: 24
Source title: Electronic Globalized Business and Sustainable Development Through IT Management: Strategies and Perspectives
Source Author(s)/Editor(s): Patricia Ordóñez de Pablos (Universidad de Oviedo, Spain), Miltiadis Lytras (CTI, Greece), Waldemar Karwowski (University of Central Florida, USA) and Rongbin W.B. Lee (Hong Kong Polytechnic University, Hong Kong)
DOI: 10.4018/978-1-61520-623-0.ch014

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Abstract

This chapter aims to add to the accumulative knowledge in the field of E-marketing through exploring E-Marketing practises by Egyptian small business enterprises as a tool for globalisation. An organised systematic examination of the published work related to E-Marketing practises by small business enterprises is discussed and illustrated. Moreover, the chapter demonstrates that although many Egyptian small business enterprises seems to conduct E-Marketing activities, only very small number of these enterprises conduct an effective and efficient E-Marketing activities for expanding globally. The chapter illustrates an exploratory research to explore the current aspects related to E-Marketing adoption and implementation by Egyptian small business enterprises as a tool for globalisation. The main aim of conducting such exploratory study is to achieve a deep and reflective understanding of E-Marketing practises by Egyptian small business enterprises as a tool for globalisation. The results of the fieldwork research conducted by the author through survey and case studies will enable authors, entrepreneurs, policy makers, students and practitioners to build a greater understanding of E-Marketing practises by Egyptian small businesses. Moreover, the chapter will help authors and scholars in the field of E-Marketing to have a clearer view towards suitable future research studies in the field of E-Marketing that in turn will contribute to the related accumulated knowledge in the field.

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