ABSTRACT
It is argued that in this era of globalization, business success or failure depends on whether a firm can compete effectively in world markets. A major driver of globalization is technological advances. This paper examines the challenge facing firms using the Internet, and assesses whether or not this technology enhances the building and maintaining of a global customer base. The ultimate aim is to identify the extent to which developments in the Internet and e-commerce have impacted on global marketing strategies.
T C Melewar, Caroline Stead.
Journal of General Management. Henley-on-Thames: Summer 2002. Vol. 27, Iss. 4; pg. 29
