Title: Promises, paradoxes, and firm adaptation in international e-commerce

Authors: John Story

Addresses: Department of Marketing, Idaho State University, Campus Box 8020, Pocatello ID 83209, USA

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.

Keywords: e-commerce; internet marketing; standardisation; adaptation; international marketing; global marketing; electronic commerce; internationalisation; globalisation.

DOI: 10.1504/IJIMA.2005.007501

International Journal of Internet Marketing and Advertising, 2005 Vol.2 No.1/2, pp.5 - 19

Available online: 30 Jul 2005 *

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