Purpose – The purpose of this paper is to fill a gap in the literature by examining the link between managerial attitudes regarding localization practices and firm behavior. The paper compares manager perceptions and understanding of their firm's web localization practices to the actual...

Purpose – International e‐marketing is emerging as an important area for marketers, as global online markets expand. This special issue is an attempt to encourage, showcase, and guide research in the area of international e‐marketing. Design/methodology/approach – In the editorial,...

Purpose – The technology acceptance model (TAM) has been one of the most influential theories in the information technology literature, but it has not been used in the marketing literature to understand consumer acceptance of international web sites. Thus, the purpose of this study is to use...

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...