Title: Should globally oriented online firms be flexible with their market strategies?

Authors: Francisco J. Martinez-Lopez, Carlos M.P. Sousa, Manuel J. Sanchez-Franco

Addresses: Department of Marketing, Universidad de Granada, Campus de Cartuja s/n, CP: 18071, Granada, Spain. ' Department of Marketing, University College Dublin, UCD, Carysfort Avenue, Blackrock, Co Dublin, Ireland. ' Department of Marketing, Universidad de Sevilla, Avda. Ramon y Cajal, 1, CP: 41018, Seville, Spain

Abstract: This paper studies the standardisation/adaptation debate regarding the international marketing strategies of global companies with a focus, in this case, on the context of the internet-based electronic markets. It discusses the importance of considering the set of business environmental factors that characterises every domestic market when designing and applying an international marketing programme. This topic is especially interesting when analysed in the case of the electronic markets. In conclusion, it is recommended that global companies on the internet should design their international marketing programmes with a strategic hybrid perspective. The most profitable strategic approach may be that which plays with a mix of standardised and customised market tactics. In this sense, at least, it is convenient that global firms consider those national cultural aspects that characterise their international customers| portfolio.

Keywords: business environment; consumer culture; global companies; internet; online firms; marketing strategies; electronic markets; standardisation; adaptation; flexibility; international marketing.

DOI: 10.1504/IJBE.2006.010929

International Journal of Business Environment, 2006 Vol.1 No.3, pp.350 - 364

Published online: 18 Sep 2006 *

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