Re: The Internet - Is it globalizing brands?

From: James Carlini <carlini_at_casbah.acns.nwu.edu>
Date: Wed, 4 Aug 1999 11:02:03 -0500 (CDT)

Responding to your inquiry, it all depends on the product or
service. Many people think that the Internet is the
"universal solution" to their marketing strategies.
Depending on what you are selling and who the target market
is, these unique factors will dictate the emphasis on
Internet-based endeavors.

In teaching a course on International Applications of
Technology, we focus on the "multi-cultural" issues faced by
sellers of technology. What sells in America and how it is
sold is different than selling the same product in the Far
East, Europe, and other markets.

You must have an appreciation of the local market before you
can develop a web-site that is aimed at the "potential
customers". Having several web-sites focused on different
regional areas might be a solution. To have a single-site
catering to a global market will probably NOT work for most
types of products and services.

Culture, regulatory issues, electrical power differences,
and others MUST be recognized before a serious campaign can
be initiated.

The "one size fits all" approach doesn't work.

James Carlini
Adjunct Professor
Communication Systems Program

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Received on Wed Aug 04 1999 - 15:52:03 CDT