. Her research areas include enterprise resource planning (ERP), supply chain management (SCM) and electronic commerce (EC).
Tzu-Chuan Chouis an assistant professor in the Department of Information Management at National Taiwan University of Science and Technology, Taiwan. He received his PhD from the Warwick Business School, University of Warwick, UK, in 1999. His research focuses on four main areas: IT management, e-government, knowledge management and resource planning systems.
Tsuen-Ho Hsuis a professor in the Department of Marketing and Distribution Management, National Kaohsiung First University of Science and Technology, Taiwan. He completed his PhD at the Department of Transportation Management, National Cheng Kung University, Taiwan. His current research interests include fuzzy multiple criteria decision making, consumer behaviour and strategy management. He has received a number of awards from the Chinese Management Association, Taiwan.
Keywords internet international marketing (IIM) , perceived benefi t , global mindset , EC capabilityAbstract Effective management of small or medium-sized enterprises ' (SMEs) internet international marketing (IIM) has become a topic of great interest and has been studied extensively by SME researchers. Yet, there is little research that attempts to explain the perceived benefi ts of IIM, which is considered a critical factor in encouraging SMEs to or blocking them from adopting and using IIM. To address this gap, this paper proposes a theoretical model to examine the SMEs ' perceived benefi ts of IIM in terms of the extent of their global mindsets, electronic commerce (EC) capabilities, organisational marketing contexts and IT capabilities. Empirical testing of the model is based on a sample of 82 SMEs from the Taiwanese manufacturing industry. The results show that six of the eight hypothesised relationships are supported by empirical data. The implications of the fi ndings for the management of SME IIM are discussed.