Singh, Nitish; Furrer, Olivier; Ostinelli, Massimiliano - In: Multinational Business Review 12 (2004) 1, pp. 69-88
With the growth of worldwide e‐commerce, companies are increasingly targeting foreign online consumers. However, there is a dearth of evidence as to whether global consumers prefer to browse and buy from standardized global web sites or web sites adapted to their local cultures. This study...