Singh, Nitish; Kumar, Vikas; Baack, Daniel - In: European Journal of Marketing 39 (2005) 1/2, pp. 71-86
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...