Conclusion

managing it in government, business & communities
Chapter 17 - The Internationalization Efforts of Small Internet Retailers
Managing IT in Government, Business & Communities
by Gerry Gingrich (ed) 
Idea Group Publishing 2003
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The global reach of the Internet, at its relatively low cost, has stirred many online retailers to extend their offerings across the globe. Traditional retailers, with their existing infrastructure and distribution and logistics channels, have also realized the potential advantages of Internet retail, and have hopped onto the bandwagon, selling their products globally as well. However, the actual adoption and implementation of a global e-tail strategy is not a simple matter.

Empirical studies on the issues facing Internet retailers in the process of internationalization are deficient. The changes brought about by the Internet in traditional retail have changed the dynamics of its internationalization tremendously.

In the process of achieving a global strategy, organizations must be aware of the pressure for local and global responsiveness, by balancing issues in the light of obtaining market access, maintaining a flexible infrastructure, and achieving adequate and suitable levels of localization in the foreign markets. The success of an e-tailer's endeavor will be dependent on its ability to creatively balance its contributing factors in its relationship between the Internet and international markets.

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Managing IT in Government, Business & Communities
Managing IT in Government, Business & Communities
ISBN: 1931777403
EAN: 2147483647
Year: 2003
Pages: 188

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