The Internet and Global Markets

The Internet and Global Markets

José Manuel Ortega Egea (University of Almeria, Spain) and Manuel Recio Menedez (University of Almería, Spain)
Copyright: © 2005 |Pages: 46
DOI: 10.4018/978-1-59140-824-6.ch009
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Abstract

This chapter examines the impact of the Internet and related technologies on global marketing activities (global e-marketing), under consideration of the following aspects: • Special implications for multinational corporations (MNCs) and small and medium-sized companies (SMCs) • Distinction between business-to-consumer (B2C) and business-to-business (B2B) markets • Role of the Internet as a complementary or supplementary marketing channel In order to clarify the special characteristics and challenges involved in global e-marketing practices, the authors have carried out a review of related empirical and conceptual research. The following conclusions can be drawn with regard to the characteristics of reviewed studies: 1. Due to the global nature of the Internet, relatively little research explicitly accounts for the differences between domestic and global e-marketing practices. Further research is needed on issues directly related to the Internet “global reach.” 2. Relatively more studies analyze global Internet marketing from a theoretical point of view. Academics are recently recognizing the need to carry out empirical research, both in B2C and B2B online environments.

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