Evaluating domestic and international Web‐site strategies
Abstract
This paper presents the AIPD approach to the evaluation of commercial Web sites within or across borders. The author explains how benchmarking techniques can be used to compare attracting, informing, positioning, and delivering (AIPD) strategies of Web sites in order to clarify strategic opportunities or advantages. The AIPD model is then used to compare the Internet strategies of some Japanese and American banks. Results show that Japanese banks have created more dynamic and content rich Internet environments than their American counterparts. Cultural and institutional differences are given for the contrasting approaches to Web design, information and service delivery.
Keywords
Citation
Simeon, R. (1999), "Evaluating domestic and international Web‐site strategies", Internet Research, Vol. 9 No. 4, pp. 297-308. https://doi.org/10.1108/10662249910286842
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited