Chapter 17: Roles and Consequences of Electronic Commerce in Global Marketing
Saeed Samiee INTRODUCTION The Internet is one of the most signiﬁcant marketing tools for the global marketplace. Estimates from various electronic commerce (e-commerce) surveys indicate that Internet users worldwide will more than double from approximately 318 million in 2000 to about 717 million in 2005 (users/1000 will also double from 53 to 111) (Pastore 1999). According to the International Data Corporation (IDC), about 60 per cent of the worldwide online audience now comes from outside the USA and is expected to generate 46 per cent of global e-commerce spending by 2003, as compared with 26 per cent in 1998 (IDC 1999). In particular, Western Europe’s e-commerce sector is expected to grow at a compounded annual growth rate of 138 per cent and result in e-commerce sales of US$430 billion by 2003 as compared to just US$5.6 billion in 1998. Japan and other Asia-Paciﬁc nations constitute the second fastest growing area. The Internet has potentially signiﬁcant ramiﬁcations and beneﬁts for global marketing and, consequently, global e-commerce. As it continues to evolve, it is diﬃcult to predict innovations, applications, and additional uses that will become available in the future.1 Contemporary perspectives regarding its roles and consequences in global marketing are shaped by our current knowledge rather than inﬁnite wisdom about the future. Thus, the Internet and the corresponding technologies being developed may have signiﬁcant implications for global marketing which may render current views regarding e-commerce’s roles and consequences in global marketing incomplete....
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