Globalization and Relevant Strategy for E-Commerce

Globalization and Relevant Strategy for E-Commerce

Mahmud Akhter Shareef (Carleton University, Canada), Yogesh K. Dwivedi (Swansea University, UK), Michael D. Williams (Swansea University, UK) and Nitish Singh (Boeing Institute of International Business at St. Louis University, USA)
DOI: 10.4018/978-1-60566-412-5.ch010
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Abstract

This current conceptual study reviews the literature of globalization and EC, and reveals three independent variables that help to determine, initially, whether a regionalization or globalization approach is most compliant with B2C EC. These variables are customer adoption of B2C EC across countries, the external environment, and customer perception of EC quality. If globalization is currently complying with the EC operation, then this study suggests a sequential adoption of a globalization strategy. It should begin with customization for segmented markets, then modify the marketing mix for integrated segmented markets, and end with a standardized globalization approach for a homogenous market.
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10.1. Introduction

The Internet potentially offers individuals, institutions, businesses, communities, and all levels of governments with new global opportunities for learning, educating, interacting, transacting business, and developing their social and economic potential (Adam & Wood, 1999). Especially, developed countries with extensive telecommunication, skilled personnel, computers, Internet, and technology infrastructure, like USA, Canada, Western Europe, Japan, Singapore, Hong Kong can get the privilege of globalization through the Internet. It plays a significant role in the present information and knowledge based market by planning, generating, managing, and transmitting information in the most effective way to provide easy access and availability across the countries. Therefore, as the most topical issue, proliferation of EC and globalization captures the attention of the practitioners, academicians, policy makers, and readers substantially which leads to development of new theoretical framework to encompass globalization strategies of EC. In this chapter, we hope to provide a theoretical framework for the globalization strategy of EC. We have divided this chapter into 6 sections to explain the related concepts of EC globalization, issues of globalization, existing literature of globalization of Internet economy, and globalization framework with conclusion. If readers follow this chapter sequentially, they will get a clear picture of the issues and paradigms of globalization of EC.

Globalization – the growing integration of trades, societies, culture, and human beings around the world – has been one of the most controversial topics in international economics over the past few years. Rapid growth of economies, extensive adoption and implementation of information and communication technology (ICT), openings of market bearing enormous opportunities, dramatic shift in political flexibility, and poverty reduction are some aspects of globalization. In countries like China, Brazil, India, South Korea, Malaysia, Thailand, Taiwan, Singapore, Hong Kong and others, that were poor decades ago, globalization has led to seamless transformation of economic activities. Globalization has generated significant international interaction across countries over the years and even skeptical analysts are foregoing to anticipate its barrier breaking movements (Andersen, & Bjørn-Andersen, 2001; Kraemer, 2001, Wong, 2002; Kettler, & Benavides, 2002; Kraemer et al., 2002; Koenig & Wigand, 2004). Globalization is an umbrella term that refers to a complex of economic, trade, social, technological, cultural, and political interrelationships, convergence, and integration. This process has fierce implications on the environment, on culture, on political systems, on economic development and prosperity, and on living standards in societies around the world. EC is one of the drivers of globalization and has helped to capitalize the competitive advantages from market economy worldwide. Therefore, exploring globalization strategies, possible barriers and its possible impact on E-commerce’ functional characteristics is a broad area to investigate and understand. Some scholarly researchers have explored, identified, and evaluated strategies of globalization and its adherence and adaptability with business operations (Levitt, 1983; Kustin, 1994; Kraemer et al., 2002; Tsikriktsis, 2002; Balasubramanian et al., 2003; Yip, 2003; Koenig & Wigand, 2004).

Complete Chapter List

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Dedication
Mahmud Akhter Shareef, Yogesh K. Dwivedi, Michael D. Williams
Table of Contents
Foreword
Mohini Singh
Acknowledgment
Chapter 1
Mahmud Akhter Shareef, Yogesh K. Dwivedi, Michael D. Williams, Nitish Singh
The growth, integration, and sophistication of ICT are changing our society and economy. The emergence of the Internet as a general communication... Sample PDF
Introduction to E-Commerce
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Chapter 2
Mahmud Akhter Shareef, Yogesh K. Dwivedi, Michael D. Williams, Nitish Singh
Electricity, telecommunication, integrated circuits, networking, and the Internet fostered a revolution by delivering distinctive services. The... Sample PDF
E-Commerce Background
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Chapter 3
Mahmud Akhter Shareef, Yogesh K. Dwivedi, Michael D. Williams, Nitish Singh
Customers’ perception and expectation of service quality dimensions for any field, whereas it is traditional commerce or EC, has a close relation... Sample PDF
Service Quality of E-Commerce for Global Consumers
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Chapter 4
Mahmud Akhter Shareef, Yogesh K. Dwivedi, Michael D. Williams, Nitish Singh
Since Internet is the primary driving force of E-Commerce (EC), it has global phenomena. Consequently, Internet market is diffusing from the west to... Sample PDF
Global Quality Management Practice for E-Commerce
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Chapter 5
Mahmud Akhter Shareef, Yogesh K. Dwivedi, Michael D. Williams, Nitish Singh
As we have already mentioned in the Preface of this book, mentioning EC in this chapter will signify and mean B2C EC unless it is mentioned... Sample PDF
E-Commerce Diffusion: Critical Factors Affecting Diffusion of E-Commerce
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Chapter 6
Mahmud Akhter Shareef, Yogesh K. Dwivedi, Michael D. Williams, Nitish Singh
Based on the theoretical framework revealed in Chapter V, this chapter is intended to investigate the country-specific roles of governments, private... Sample PDF
Diffusion of E-Commerce in Developed and Developing Countries: Comparative Studies
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Chapter 7
Mahmud Akhter Shareef, Yogesh K. Dwivedi, Michael D. Williams, Nitish Singh
This chapter is aimed to provide a fundamental conceptual framework for adoption of EC by the consumers of developing countries. Through extensive... Sample PDF
E-Commerce Adoption in Developing Countries
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Chapter 8
Mahmud Akhter Shareef, Yogesh K. Dwivedi, Michael D. Williams, Nitish Singh
This chapter examines the influence of some relevant factors on the acceptance of internet and E-Business technologies in Maritime Canada’s SMEs... Sample PDF
Influencing Factors and the Acceptance of Internet and E-Business Technologies in Maritime Canada's SMEs: An Analysis
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Chapter 9
Mahmud Akhter Shareef, Yogesh K. Dwivedi, Michael D. Williams, Nitish Singh
Information and communication technology (ICT) is the prime driving force of Internet economy. Therefore, before implementing E-Commerce (EC) and... Sample PDF
Effect of Proliferation and Resistance of Internet Economy: Understanding Impact of Information and Communication Technology in Developing Countries
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Chapter 10
Mahmud Akhter Shareef, Yogesh K. Dwivedi, Michael D. Williams, Nitish Singh
This current conceptual study reviews the literature of globalization and EC, and reveals three independent variables that help to determine... Sample PDF
Globalization and Relevant Strategy for E-Commerce
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Chapter 11
Mahmud Akhter Shareef, Yogesh K. Dwivedi, Michael D. Williams, Nitish Singh
As global e-commerce is expanding and the global online marketplace is becoming more lucrative for marketers, there is a surge in proliferation of... Sample PDF
Culturally Customizing International Web Sites
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Chapter 12
Mahmud Akhter Shareef, Yogesh K. Dwivedi, Michael D. Williams, Nitish Singh
For the last two decades, companies have been increasingly operating in many foreign markets. Serving local consumers effectively and thus achieving... Sample PDF
A Cultural Perspective on Web Site Localization
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Chapter 13
Mahmud Akhter Shareef, Yogesh K. Dwivedi, Michael D. Williams, Nitish Singh
The explosive proliferation of Internet users has led to dramatic shifts in the methodology of conducting business and the business paradigms.... Sample PDF
Conclusion, Implications, and Future Trends
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About the Authors