Global Marketing on the Internet

Abstract

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.