The web is an alternative to ‘real world’ environments, not a simulation of one. Success in web-based transactions requires trust between vendor and customer and security issues still hamper the operation of electronic business. The explosion of electronic business does call into question a number of fundamental principles in international marketing. These include:
• The barriers to internationalization experienced by small and medium sized exporters (SMEs). Firm size is no longer the barrier that it has traditionally been.
• Incremental internationalization: the Internet facilitates firms moving quickly into international markets. No longer do firms necessarily internationalize by moving from elementary modes of international behaviour to more advanced modes of international behaviour. In many cases firms move quickly into complex international strategic alliances.
The internet’s low cost allows firms with limited capital to become global marketers at an early stage of their development. This is because the Internet can significantly enhance communication with overseas customers, suppliers, agents and distributors. In essence, the Internet is a knowledge medium, a new commercial medium, and a new marketing channel where the flows are bidirectional. An essential element of e-business is connectivity! PCs connect to other PCs to form a network; networks can be local (LANs), and they can be global (as with the Internet, the term means network of networks).
Internet made it possible to earn money in the following fields:
• The publishing, media and printing sector will become increasingly part of the international
traded economy as the converged delivery model takes hold.
• Webcasting provides many challenges for traditional broadcasters. Access to broadcast content by consumers will no longer be limited by radio spectrum. Offers to purchase foreign products will be more pervasive than currently.
• The publishing and broadcasting of news and advertising wilt become more internationalized, allowing global brands to become more entrenched and lessening opportunities for censorship and regulation of content
• The sale of telecommunications services will increasingly become part of the international
economy as consumers take advantage of Internet telephony and other value added
telecommunication services delivered through converged delivery mechanisms
• Financial and professional services will be treated internationally through the Internet-Specialized banking, insurance, leasing, equity, derivative and superannuation products could become substantial online traded items
• Providers on online gaming and gambling services, real estate and Tourism will gain new markets through the global spread of the Internet
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