Published by:
Indiana University
Length: 8 pages
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Abstract
The net is a powerful medium for reaching and servicing customers around the world. However, companies are learning that cross-national differences in infrastructure, regulation, language, buyer demographics and behavior, payment methods, and currencies pose formidable challenges to the simple global model of international operations. The author examines not only the opportunities for global integration but also the needs for local responsiveness, showing how firms operating across borders can use the net effectively as a marketing tool. Books, music, wines, industrial components, information, and financial services serve to illustrate the potential and pitfalls of net-based selling across borders.
About
Abstract
The net is a powerful medium for reaching and servicing customers around the world. However, companies are learning that cross-national differences in infrastructure, regulation, language, buyer demographics and behavior, payment methods, and currencies pose formidable challenges to the simple global model of international operations. The author examines not only the opportunities for global integration but also the needs for local responsiveness, showing how firms operating across borders can use the net effectively as a marketing tool. Books, music, wines, industrial components, information, and financial services serve to illustrate the potential and pitfalls of net-based selling across borders.