¿Cuál es la mejor estrategia global para Internet?

Abstract

The Internet is a powerful medium for reaching and servicing customers around the world. Firms, however,have learned that cross-national differences in infrastructure, regulation, language, buyer demographics andbehavior, payment methods, and currencies pose formidable challenges to the simple global model of inter-national operations. This paper examines not only the opportunities for global integration but also the needsfor local responsiveness, showing how firms operating across borders can use the Internet effectively as amarketing tool. A variety of examples-books, music, wines, and industrial components as well as informationand financial services-are used to illustrate the potential and the pitfalls of Internet-based selling across bor-ders.