Serving the Customer Locally Without Moving There: How to Use ICTs to Project a Local Presence

This is a David-and-Goliath story, but with a twist: it involves multiple Goliaths, not just one. The David here is “InterStock,” a small Norwegian Internet brokerage firm. While operating in foreign European markets, it managed to do the impossible. In a span of less than five years, it outperformed far larger, more established competitors. And it accomplished this task with minimal resources. More miraculous still, it did so even without physically showing up! Not only that, but it managed to triumph even as the dotcom bubble burst in 2000-2001.