The Public Face of Internation E-Business : An Exploratory Investigation of Differences in the Homepages of Global Corporation Web sites.

Abstract

The Internet has expanded and become a key component in business since the 1990s. Under the trend of globalization, international corporations constantly craft various marketing strategies in e-business to reach and attract more national and international customers through localization and standardization. This study examined how these two approaches are implemented in the design of companies' Web sites, especially the appearance, content, and interactivity.