Globalization and Relevant Strategy for E-Commerce

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Author(s): Mahmud Akhter Shareef (Carleton University, Canada), Yogesh K. Dwivedi (Swansea University, UK), Michael D. Williams (Swansea University, UK)and Nitish Singh (Boeing Institute of International Business at St. Louis University, USA)
Copyright: 2009
Pages: 29
Source title: Proliferation of the Internet Economy: E-Commerce for Global Adoption, Resistance, and Cultural Evolution
Source Author(s)/Editor(s): Mahmud Akhter Shareef (Carleton University, Canada), Yogesh K. Dwivedi (Swansea University, UK), Michael D. Williams (Swansea University, UK)and Nitish Singh (Boeing Institute of Internatonal Business, St. Louis University, USA)
DOI: 10.4018/978-1-60566-412-5.ch010

Keywords: Business & Management / Business Science Reference / E-Commerce

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Abstract

This current conceptual study reviews the literature of globalization and EC, and reveals three independent variables that help to determine, initially, whether a regionalization or globalization approach is most compliant with B2C EC. These variables are customer adoption of B2C EC across countries, the external environment, and customer perception of EC quality. If globalization is currently complying with the EC operation, then this study suggests a sequential adoption of a globalization strategy. It should begin with customization for segmented markets, then modify the marketing mix for integrated segmented markets, and end with a standardized globalization approach for a homogenous market.

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