84 Iyer

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Chapter V

Global InternetMarketing Strategy:

Framework andManagerial Insights

Gopalkrishnan R. Iyer, Florida Atlantic University, USA

Abstract

This chapter explores some key managerial issues in the development andimplementation of a global Internet marketing strategy. While it appearsthat the Internet has opened up infinite possibilities for an integratedglobal marketing strategy, this chapter notes several infrastructural andcultural issues that limit the effectiveness of global strategies. Thischapter offers insights on using the full potential of the Internet in thedeployment of global marketing strategies, while being cognizant of

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Global Internet Marketing Strategy 85

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various other realities and limitations. Several practical managerialrecommendations are offered for crafting and deploying a global marketingstrategy.

Introduction

Even after several years of the commercial expansion of the Internet and thedevelopment of the World Wide Web (WWW), the adoption of Internettechnologies by global firms and the promises of reaching a global marketappear to be fraught with a variety of structural and functional encumbrances(Guillen, 2002; Samiee, 1998). Some of the barriers stem from the relativelyslow pace of development of Internet infrastructure around the world, whileothers are due to the inability of firms to fully exploit the global potential of theWWW. The potential of electronic technologies to foster radical changes tomarketing exchanges and organization depends to a large extent on theinstitutional context of specific firms and countries. Differences in technologicaladvancement, culture, politics, law, and consumer behavior would largelyshape the development of electronic markets (Guillen, 2002; Zugelder, Flaherty& Johnson 2000). While such markets offer more complete information ascompared to traditional markets, buyer-seller exchanges would, nevertheless,have to adapt to the unique constellation of institutional forces in differentcountries and industries. Moreover, the regulatory environment of e-commerceis only emerging, and it is bound to be only much more complicated given globaldifferences in intellectual property considerations, patents, consumer privacy,and other issues (see Dutta, Lanvin & Paua, eds. 2003; Kogut, ed. 2003,OECD, 2002; UNCTAD, 2002).In retrospect, global reach through the Internet may add a new layer ofcomplexity on top of the already numerous challenges faced by firms attemptingto cross national boundaries through conventional methods. However, thepromise of reaching a wider market more efficiently through the Internet is anopportunity that can certainly be exploited (Brynjolfsson & Kahin, 2000; Gray,2000; Vulcan, 2003). Savvy firms could harness the powers of the WWW tocreate superior and customized value for global buyers, search and obtainglobal resources more effectively, reduce business risk through a diversifiedportfolio of markets, and thereby, add to profit margins.

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