International Marketing on the Internet

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Acknowledgement

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Abstract

The recent blast of international business undertaking on the World Wide Web will have a deep influence on the research and practice of international marketing as we move in the direction of the new millennium. Argues that the fast commercialization of the Internet calls into inquiry many of the fundamental tenets on which most international marketing research and teaching is founded, especially the incremental, evolutionary school of internationalization. The Internet presents a fundamentally distinct natural environment for international marketing and new paradigms will have to be evolved to take account of internationalization methods in an electrical devices age. This will require the launch of a major new research start to advance our understanding of Internet-enabled international marketing, especially the span to which the “Net” supplies a reduced cost “gateway” to international markets for little and medium-sized enterprises. In the absence of such a start, the mainstream academic publications will no longer unquestionably recount the reality of international enterprise.

Introduction

The Internet pledges to revolutionize the dynamics of international commerce and, like the phone and fax appliance, may be a foremost force in the democratization of capitalism. Shopping centre businesses will be adept to compete more effortlessly in the international marketplace, and buyers in appearing markets, in particular, will advantage from the amplified variety of products, services, and information to which the Internet will give them access. As a latest Forrester commerce report interprets, the Internet removes numerous obstacles to connection with customers and employees by eliminating the obstacles created by geography, time zones, and location, creating a “frictionless” business environment. Much of the present expansion in Internet use, accelerated by the emergence of the World broad Web (WWW), is driven by marketing plans —providing merchandises and merchandise data to potential clienteles. However, in the future, many businesses, particularly those operating globally, will recognize a much broader range of advantages from this medium's potential as both a communication and a transaction vehicle.

Currently, the Internet is mainly a U.S. phenomenon, due to the subsequent start and historically slower growth of Internet get access to in other countries. More than half the Internet's almost 7 million owner computers are located in the joined States, with the remainder spread over 100 other countries. In 1995, 22 nations came on-line. In 1994, there was wide variety in the number of Internet hosts per 1,000 people, extending from more than 14 in Finland to less than 0.5 in South Korea.

With fewer non-U.S. businesses on line, less get access to nodes, higher telecommunications rates, and smaller ...