Morten Rask

Evolution of Web-based International Marketing: Patterns Exhibited by Danish Companies

Research output: ResearchBook chapter

  • Department of Management
Companies that have been doing international business do not usually make the transition from traditional marketers to full-blown Web marketers in one sharp step. In our study of Danish firms, we found that in terms of the evolution of their Web strategies, these Danish companies went through three stages. We call these stages: 1) the Electronic Brochure, 2) the Electronic Manual, and 3) the Electronic Store. Moving from the Brochure to the Manual to the Store stage entails an increasing intensity of interaction between the company's website and its customers. Companies have to go through a learning process in terms of handling the rising degree of interaction intensity. The corporate organization has to evolve to meet the demands of increasing Web-based interactions. These demands are discussed in terms of automation, formalization, integration, and evaluation.
Original languageEnglish
Title of host publicationGlobal E-Commerce and Online Marketing
EditorsNikhilesh Dholakia, Fritz Wolfgang, Ruby Roy Dholakia
Number of pages12
Place of publicationGreenwich, CT
PublisherQuorum Books
Publication year2002
Pages99-110
ISBN (print)1-56720-407-4
StatePublished - 2002

    Research areas

  • Internet marketing, Internationalization, E-commerce

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