Using the CATE model to help SMEs expand to global e-commerce markets
by Chen W. Ferguson, David C. Yen
International Journal of Management and Enterprise Development (IJMED), Vol. 4, No. 1, 2007

Abstract: This paper starts with an overview of global e-commerce development and 2004 Global E-readiness Rankings (GER). Considering limited resources and economies of scale, a Cultural, Administrative, Technological and Economical (CATE) model is recommended to help Small and Medium Enterprises (SMEs) develop appropriate marketing strategies. The paper continues with discussion of cultural, administrative, technological and economical considerations relevant to e-commerce global expansion in the eight world regions. The paper concludes with managerial implications for SMEs to use the CATE model and capture mass global e-commerce markets, especially in developing countries.

Online publication date: Thu, 30-Nov-2006

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