Whether your focus is on B2B, C2C, or B2C, the Internet has proven to be an effective tool for going global. As more companies extend their reach across borders, they are finding that many of the etic/emic questions associated with "traditional" international business apply to the globalization of their web sites.

Further, while the U.S. outpaces most of the world in terms of transaction volume and the number of hosts per 1000 people, other areas of the world are coming on-line and are beginning to assume leadership roles in defining the direction of on-line commerce. For instance, Europeans have arguably taken the lead in wireless-based e-commerce. And, while still facing problems associated with language and legal restrictions, the Europeans are gaining a strong position with regard to B2B e-business.

The readings in this section focus on the issues associated with using the Internet to buy and sell globally. Specifically, we will discuss financial, cultural, and legal issues that must be addressed by companies wishing to compete on a worldwide scale. We will also discuss such issues as international marketing research and global branding.