Global Marketing on the Internet

2011 ◽  
pp. 530-536
Author(s):  
José Manuel Ortega Egea ◽  
Manuel Recio Menendez
Keyword(s):  
Business Environment ◽  
Global Market ◽  
The Internet ◽  
Global Business ◽  
Global Marketing ◽  
Internet Technologies ◽  
Medium Speed ◽  
Marketing Activities ◽  
Business To Consumer ◽  
Internet Medium

One of the most differential characteristics between the Internet and other traditional media relates to the relatively easier “global market reach” enabled on this new medium. Internet technologies foster direct, fast, and flexible communication between producers, suppliers, and final customers across countries (Bridges, Goldsmith, & Hofacker, 2005). The Internet global reach is likely to have relevant implications for both business-to-consumer (B2C) and business-to-business (B2B) markets. Internet-related technologies are also argued to have “equalizing effects” (Cavusgil, 2002; Hamill, 1997; Samiee, 1998a), as skills and information assets tend to be more critical factors than financial resources or firm size in order to achieve success in global e-markets. Nevertheless, companies will necessarily have to face important challenges and risks in this new global business environment. Global marketing practices are especially likely to be changed by the introduction of Internet technologies, owing to the differential characteristics of the Internet medium—speed, ubiquity, interactivity, and two-way communication. This article examines the impact of Internet technologies on global marketing activities: global e-marketing.

The Internet and Global Markets

2008 ◽  
pp. 417-448
Author(s):  
José Manuel Ortega Egea ◽  
Manuel Recio Menedez
Keyword(s):  
Multinational Corporations ◽  
Marketing Channel ◽  
Point Of View ◽  
The Internet ◽  
Theoretical Point ◽  
Global Marketing ◽  
Marketing Activities ◽  
Business To Consumer ◽  
Global Nature ◽  
The Impact

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.

The Internet and Global Markets

2011 ◽  
pp. 216-261
Author(s):  
José Manuel Ortega Egea ◽  
Manuel Recio Menedez
Keyword(s):  
Multinational Corporations ◽  
Marketing Channel ◽  
Point Of View ◽  
The Internet ◽  
Theoretical Point ◽  
Global Marketing ◽  
Marketing Activities ◽  
Business To Consumer ◽  
Global Nature ◽  
The Impact

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.

scholarly journals Considerations Of E-Commerce Within A Globalizing Context

2011 ◽  
Vol 16 (1) ◽  
pp. 101 ◽  
Author(s):  
Laura Gatica Barrientos ◽  
Emma Rosa Cruz Sosa ◽  
Patricia E. Garcia Castro
Keyword(s):  
Electronic Commerce ◽  
Information Technologies ◽  
International Markets ◽  
Global Market ◽  
The Internet ◽  
Sales Volume ◽  
Support Tool ◽  
Business To Consumer ◽  
Comprehensive Manner ◽  
Business To Business

The objective of this work, is to analyze the meaning of electronic commerce in our days taking into account the information technologies; it also will analyze their adjustments, their trends and applications of the same, in the Business to Consumer Relations (B2C), Business to Employee (B2E) and Business to Administration (B2A), Consumer to Consumer (C2C), Citizen to Government (C2G), Business to Government (B2G) and, Business to Business (B2B), as well as how information systems have been very useful to reduce costs, getting technology to change from being an operating support tool to become a strategy one, to increase the sales volume and the profits of the business as a result of this. The trend being taken by businesses and consumers has increased the participation of the companies which apply it in a comprehensive manner, since they reach international markets, while also face another kind of competition that takes place in a global market. We conclude that electronic commerce will remain a tool of great importance to efficiently manage the chains of supply between businesses and consumers through the Internet which allows an integration to reduce costs of ordering, distribution, administration and delivery of input materials.

scholarly journals Change in Textile and Clothing Industry

2018 ◽  
Vol 69 (01) ◽  
pp. 37-43 ◽  
Author(s):  
TUDOR LIVIU
Keyword(s):  
Change Management ◽  
New Technologies ◽  
Consumer Preferences ◽  
Small And Medium Enterprises ◽  
Business Environment ◽  
Global Market ◽  
Clothing Industry ◽  
Labor Costs ◽  
Global Business ◽  
Efficient Manner

Traditionally, Textile and Clothing Industry has been known for its incremental changes but the current global business environment creates the premises of multiple organizational disruptive changes. Change Management helps people to transition structural change in a positive and efficient manner. Small and medium enterprises in Textile and Clothing Industry face a particular set of challenges – new technologies requiring high investments, relocation arbitrage on labor costs, regional industry protectionism, volatile consumer preferences, need for new managerial skills etc. – all these demanding a rebalance of managerial focus from operational excellence to strategic and change management excellence. A Change Management Model, with associated implementation discipline and attention to global market trends, represents a necessity for current managers active in Textile and Clothing Market.

scholarly journals Predicting The Role of Entrepreneur Strategies on Improving Cognitive Positioning in Global Business

2020 ◽  
Vol 9 (4) ◽  
pp. 92
Author(s):  
Diyar A. Mustafa Khoshnaw ◽  
Ari A. Hameed
Keyword(s):  
Field Testing ◽  
Business Environment ◽  
Global Market ◽  
Global Business ◽  
Rapid Changes ◽  
Intellectual Assets ◽  
The Subject ◽  
Current Area ◽  
Traditional Competition

The current area characterized with strong competition, the changing pattern of the business, move the value from physicals to knowledges and information, and the shift of the benefits from traditional competition cognitive and intellectual assets, most of the organizations are looking for new methods to achieve a state of leadership and uniqueness in the global market in order to develop the competition.The current study aimed to identify the role of Entrepreneur Strategies on improving cognitive positioning in the global business area. Moreover, field testing of the views of leaders as a sample of foreign organization operating in Erbil - Iraq, where these dimensions vary in their effects towards the competitive position in global business sector, because of rapid changes in the global business environment as a result of increased competition, as well as the variation of the capacity of the organizations in the adoption of competitive as one of the modern models in the conduct of organizations. This is why the subject of entrepreneur strategies and cognitive positioning in global business became under the attention of many researchers and scholars being of contemporary themes with impact on the performance of organizations in pursuit of excellence on others, prompting the researcher to choose these subjects to be his field for study.

scholarly journals Poslovna etika in Pravna načela -dejavnika uspešnosti Delovanja Organizacij

2021 ◽  
Author(s):  
Bojan Vavtar ◽  
Andrej Škraba
Keyword(s):  
Local Level ◽  
Rapid Development ◽  
Business Environment ◽  
Global Dimension ◽  
Global Market ◽  
Entrepreneurial Activity ◽  
Business Success ◽  
Global Business ◽  
Ethical Business ◽  
Legal Principles

The development of effective organizational systems is one of the most important factors of business success. Radical economic and political changes and the rapid development of the global economic environment trigger public debates in all social structures on the state of entrepreneurial culture, based on generally accepted ethical and legal principles. Ethical business problems have a global dimension and are particularly clearly reflected at the local level of operation. By joining wider social and entrepreneurial structures, Slovenia also accepts global rules of entrepreneurial activity. Growing competition in the global market requires companies to provide superior products, services and ethically and legally correct operations, which is one of the central factors of success in the global business environment. In this paper, we discuss the important relationships between ethics, respect for legal principles and the effectiveness of organizations.

scholarly journals Australian Franchisor Websites: Moving towards Network Behaviour

2006 ◽  
Vol 1 (1) ◽  
pp. 56-64 ◽  
Author(s):  
Sally Rao ◽  
Lorelle Frazer
Keyword(s):  
The Internet ◽  
Internet Technologies ◽  
Business To Consumer ◽  
Marketing Tool ◽  
The Web

Australia is one of the leading nations using the internet in both business-to-consumer (B2C) and business-tobusiness (B2B) settings (ABS 2004). However, little academic attention has been paid to the adoption of internetbased technology in the Australian franchising sector. Thus this paper addresses the problem of how Australian franchise organisations use internet-based technologies in their franchise systems. This research examines the websites of a sample of 202 Australian franchisors to determine their function as a communication and marketing tool within the franchise network. The aim is to document the web activities undertaken by Australian franchisors to provide an exploratory and descriptive snapshot that can be used as a platform for theoretical efforts The analysis reveals that adoption of internet technologies is still in its infancy in Australian franchise systems with the major uses of franchisor websites being providing information to consumers and as a means of attracting potential franchisees. There is evidence that franchise organisations are moving towards network behaviour through the internet.

scholarly journals The Impact of Globalization on Entrepreneurship

2019 ◽  
Vol 52 (1) ◽  
pp. 56-68
Author(s):  
Mirjana Radović-Marković ◽  
Zvonko Brnjas ◽  
Vladimir Simović
Keyword(s):  
Business Environment ◽  
Global Market ◽  
Business Strategies ◽  
Necessary Condition ◽  
Small Business Owners ◽  
Global Business ◽  
New Business ◽  
External Conditions ◽  
The Right ◽  
The Impact

This paper aims to explore the importance of globalization for the development of entrepreneurship. Changes in global business environment require new business strategies. Small business owners are expected to be able to develop the resiliency of their businesses so that they can face severe external conditions. Their sustainability depends on the resilience but also on the perspectives of long-term business operations. Therefore, small and medium-sized enterprises must demonstrate their ability to anticipate changes in the market, react to them, and initiate them. This implies improvement of basic processes, learning new skills and closer cooperation with external and internal partners. Small enterprises need to redefine their goals and use their resources more effectively as a necessary condition for expanding maneuvering space for growth and for achieving sustainable development. Finally, it is concluded that organizations must establish the right balance between the challenges and benefits of globalization, and the four basic areas for achieving the right balance are adequate cost, human resources and risk management, as well as the formulation of a strategy that follows the requirements of the global market game.  

scholarly journals Marketing Management: Monitoring the International Environment Factors Using Global Maps

2015 ◽  
Vol 63 (6) ◽  
pp. 1929-1936
Author(s):  
Štěpán Kala ◽  
Kateřina Kuralová ◽  
Klára Margarisová ◽  
Lucie Vokáčová
Keyword(s):  
Global Market ◽  
Global Environment ◽  
Global Marketing ◽  
Marketing Environment ◽  
Environment Factors ◽  
International Environment ◽  
Marketing Activities ◽  
External Conditions ◽  
Geographical Maps ◽  
National Boundaries

The article discusses the issue of the global marketing environment in line with the factors determining its external conditions. The aim is to specify the marketing-environment indicators in the international context and interpret the use of geographical maps illustratively documenting the differences of particular parameters in various parts of the global market. The research-results help update the theoretical framework of global environment factors. These data are also important for practice. Many enterprises consider the question of optimising their sources and directing their goals towards the opportunities available thanks to global markets. The global environment mapping is thereby an important basis for the marketing activities whose implementation across national boundaries is going to be mainly influenced by peculiarities of the environment involving foreign markets and their changes.

Internet Technologies and Innovation

2016 ◽  
pp. 256-273
Author(s):  
André Grützmann ◽  
André Luiz Zambalde ◽  
Paulo Henrique de Souza Bermejo
Keyword(s):  
Scoping Review ◽  
Conceptual Models ◽  
Relevant Literature ◽  
Innovation Process ◽  
Business Environment ◽  
Information Architecture ◽  
The Internet ◽  
Internet Technologies ◽  
Web Tools

The Internet has become ubiquitous in the business environment. Hence, innovative companies need to utilize all the sources that this medium can provide. The voices of consumers are shared by the use of many Web tools and may be advantageous in the innovation process. Information architecture needs conceptual models to facilitate the development of its deliverables in the form of blueprints, sitemaps, wireframes, personas, and so on. Based on the findings of a scoping review of the relevant literature and a case study on Brazilian companies, both a theoretical reference and a framework are presented. This chapter aims to highlight that some Internet technologies should be used throughout the stages in the innovation process. Because each technology has both benefits and limitations, the framework may be used to indicate the technologies that are the most appropriate based on the evidence collected. Finally, some implications of each technology for innovation are discussed.

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