Purpose – The purpose of this study is to understand “Why Should Companies Embrace Cost Transparency”. Design/methodology/approach – This paper is a thought piece in response to the paper by Simintiras et al. (2015), “Should Consumer’s Request Cost Transparency?” Findings –...

Purpose – To effectively target and reach consumers on the worldwide web, companies need to determine what level of web site adaptation is necessary. Explores how cultural differences affect adaptation of web content by B2C e‐commerce firms. Design/methodology/approach – This study uses a...