Extending the Reach of E-Business

Cavusgil, S. Tamer
March 2002
Marketing Management;Mar/Apr2002, Vol. 11 Issue 2, p24
As a driver of globalization, e-business creates three fundamental implications for the internationally active firm. First, it beats geography and time zones. Second, it serves as a great equalizer between firms. Third, it causes discontinuous change, but on a periodic, recurring basis. Here we'll examine the competitive advantages that e-business applications create for individual firms, the underlying technologies, and the implications for business strategy. INSET: Obstacles Ahead.


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