Toward an understanding of e- marketing attitudes in Turkish and Greek SMEs against global competition

Abstract

Supported by the growth of communication technology based on the internet, e-marketing attracts an increasing attention in global marketplace. It is especially important for SMEs operating with major difficulties due to lack of resources. The purpose of this study is to examine the attitudes of SMEs towards e-marketing, and the possible determinants such as entrepreneurial vision and marketing philosophy on their attitudes. This study is based on a cross-cultural research conducted in Turkey and Greece. simultaneously. The data were collected from 116 Turkish and 82 Greek SMEs. A conceptual model with seven postulated hypotheses is proposed and verified by empirical data.