DISCOVERING WHAT MAKES A SME WEBSITE GOOD FOR INTERNATIONAL TRADE

Engin Akman,Metin Dagdeviren

doi:10.3846/20294913.2016.1266709

Abstract

The effectiveness of websites has an impact on the representation of a SME and can have an effect on foreign trade. Thus, developing a reliable and robust model to assess the effectiveness of SME websites is important for researchers and practitioners. The aim of the study is to propose a SME website efficiency evaluation methodology from an international trade perspective. Determining the effectiveness of websites is a multi-dimensional decision-making problem which encompasses the assessment of information quality, system quality, and service quality. The criteria and sub-criteria affecting website effectiveness were determined through literature research and expert panel assistance. AHP method was utilized to determine the relative weights of the evaluation criteria in the study. Then, fuzzy linguistic variables were adopted to rank the websites of SMEs engaged in foreign trade. The proposed evaluation model identifies key factors regarding the criteria and sub-criteria of a website effectiveness. The model can provide a helpful reference in designing useful websites which are an important task for SMEs involved in international trade.

Highlights

Competing in an international environment, promoting the goods and services of a company, reaching more clients globally to make more revenues and building a more sustainable concern require a significant amount of funds and experience
Presentation of a company and the goods or services offered is crucial for access to foreign markets
We reviewed them with the help of the experts’ panel and added some criteria to measure the contribution of websites to the export performance of a company

Summary

Introduction

Competing in an international environment, promoting the goods and services of a company, reaching more clients globally to make more revenues and building a more sustainable concern require a significant amount of funds and experience. Presentation of a company and the goods or services offered is crucial for access to foreign markets. Improved access to international markets and promotion of products in foreign markets encourage the firms to export and increase the success in new markets (Lileeva, Trefler 2010; Akman 2016). Discovering what makes a SME website good for international trade accessibility is a more significant factor in export success among SMEs compared to larger firms. The internet offers fast, borderless and cheaper opportunities for representing products and services This advantage lowers barriers to access international markets for SMEs. The effectiveness of websites and the success of their presentation of the products or offers are key elements in achieving this function

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Conclusion