Abstract
For small and medium firms the Internet represents an important low-cost gateway to the international markets. The corporate website is one of the prerequisites for developing a successful Internet marketing strategy. The corporate website enables companies to communicate with stakeholders worldwide, present the company's vision and mission, products and services, contact potential buyers, and sell internationally. Although SMEs highly rely on Internet marketing, academic research on exporters' website characteristics is rare. Against such a backdrop, the paper aims to analyse specific characteristics of the websites of small and medium-sized exporters from Serbia. Website content analysis of promotional and transactional website attributes was conducted on a sample of 120 small and medium-sized exporters from Serbia. Promotional website attributes are linked to marketing communication goals, with greater exporters recognition, and value-adding through customer support, interactivity, and personalisation. Transactional content refers to transaction-specific information. Results will enable a better understanding of small and medium firms' web capabilities and how SMEs utilise different website attributes in their export marketing strategy. The main managerial implications and implications for government export promotion strategy will be discussed.
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