Browsing by Author "Rose, Jerman W, jt. auth."
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ItemThe roles of intangible assets and website localization on the performance of Global Internet Startups(Assumption University, 2005) Amonrat Thoumrungroje ; Rose, Jerman W, jt. auth. ; Assumption University. Martin de Tours School of Management and EconomicsDrawing from the literature on international entrepreneurship, marketing, and strategic management, this paper investigates the roles of the firms intangible assets and the degree of website localization on the performance of the global Internet startups. Despite various factors affecting the performance of such firms, this study, which is built on the resource-based view of the firm, focuses on the firm s intangible assets and strategy. The findings indicate that the performance of global Internet startups is strongly influenced by the degree of website localization. Partial support was also found for the mediating role of the degree of website localization on the relationship between thefirm s intangible assets and performance.