ABSTRACT
The opportunities and threats in international trade and the implications
for global e-Commerce
The importance of the STEP factors in global e-Commerce and in
particular the role of socio-cultural influences
Global e-Commerce strategies, in particular the problems involved in the
globalization versus localization debate
The channels conflict faced by e-Commerce organizations in deciding
between direct selling and the distributor model
The importance of going global
Methods of entry into global markets
Opportunities and threats in global e-Marketing
Niche marketing
Understanding the global environment
Socio-cultural environments for global e-Commerce
Definitions of culture
Symbols and symbolism
Incompatible software
Culturally sensitive Web design
Methods of payment
The Internet is bringing about a profound change in the ways business is conducted worldwide and is considered to have become the conduit for change from a producer culture to a consumer culture. Lisa Harris and Nelarine Cornelius argued in Chapter 4 that e-Commerce organizations worldwide need to understand the necessity of moving to a consumer-centred business model essentially dependent on offering real value and superior service in order to succeed (Nolan 1998a). Communication methods between sellers and buyers worldwide have changed beyond recognition in only a few years, with the use of international electronic transactions, use of e-mail messaging and the setting up of interactive Web sites for the benefit of the global supply of information and e-Commerce. Newly set up ‘dotcom’ organizations, as well as small companies, are reaching out beyond their local and national confines, finding easy access to global markets without the financial burden of expensive sales forces or retail outlets. Established global organizations are acknowledging the importance of the Internet in providing huge opportunities to their existing operations but also in identifying worrying threats.
