Promises, paradoxes, and firm adaptation in international e-commerce
by John Story
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 2, No. 1/2, 2005

Abstract: The internet promises a portal to global markets, instant communication, and round-the-clock access for firms and customers. Yet, as firms adopt the internet for international marketing they face a series of paradoxes, online opportunities create new challenges. Firms must adapt to these online challenges and effectively direct users to the appropriate applications. This paper provides a preliminary framework for internationalisation and adaptation on the internet and examines the efforts of a sample of firms.

Online publication date: Sat, 30-Jul-2005

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