Product choice for international web-based SMEs
by Amit Bhatnagar
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 4, No. 2/3, 2008

Abstract: SMEs can use the internet to enter new countries. While setting up web-based stores to target consumers in a new country, an important issue for SME managers is what products to sell in their stores. This is because all products are not likely to succeed equally in all cultural settings. In this context, this paper proposes that SMEs should market hedonic products in those cultures where hedonic shopping motivations are dominant and utilitarian products where utilitarian motivations are dominant. This hypothesis was tested on data that was obtained from a web-based survey. The results of empirical analysis supported the hypothesis.

Online publication date: Mon, 04-Feb-2008

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