E-commerce as an entry mode in foreign markets: A systemic approach to the assessment of opportunities

In today´s competitive environment, where companies are searching for new and convenient ways to communicate and deliver their products and services to their consumers, ecommerce presents itself as an irrefutable decision as a means of access to international markets. However, for the internationalization done through this channel to result favorably, it is necessary this decision to be supported by a method of analysis to increase full understanding of firm´s competitive landscape, as well as its internal competencies, before deciding the entry mode to use, which will be facilitated by the use of e-commerce. Based on a dynamic methodological design grounded on an action-research approach, an exploratory research in the industry of sports supplements was conducted, with the primary objective of designing a simplified model for the assessment of opportunities of internationalization through ecommerce.