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E-commerce - Book Report/Review Example

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The purpose of this literature review is to construct a theoretical framework for the understanding the impact of the wave of Ecommerce upon the digitalization of transactions upon export intermediation. This literature review is aimed at arriving at a conceptual framework to investigate the impact of Internet upon export intermediaries, in terms of activities (traditional and new), matching with what the suppliers' think and then suggest the future of export intermediaries( Houmann 2005) .
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Download file to see previous pages This will involve a perusal of the transaction cost theory towards the evolution of the business cyberspace.
The current business scenario particularly in the arena of export intermediation has found its way to the cyber world bringing a radical shift in the current international business channels (Quelch and Klein, 1996).Since in the context of export mediation we are concerned more about business to business selling and to a lesser extent about business to consumer sales.The internet has changed the face of obtaining, processing and transmitting of business information in the sense of what ( Houmann 2005) has called "possibilities of a virtual, global presence have been claimed to change the economies of time and space, with remarkable consequences for current international business practices.., establishing a virtual presence for completing transactions through a site on the world wide web (www) can, potentially, create an instant global and near-frictionless exchange environment, with customers worldwide minimizing end-users' transaction costs and establishing direct rather than indirect channel structures."
According to Houmann (2005) this has enabled exporters to interact directly with and exploit the potential of foreign consumer bases. This has led to a reallocation of the activities currently in the ambit of export market intermediaries to other parties in the export marketing channel. The emergence of the internet as a commercial platform along with the possibilities of information exchange inherent in electronic networks has added value to the products and services in terms of new content in market offerings. This is the age of the internet as a shopping place has indeed revolutionised by changing the market scenario for the businesses as well as for the consumers. This has greatly aided in the popularity among the people of the idea of E commerce as businesses clamour to gain popularity through "web-vertising" and online promotions aimed at targeting consumer value and satisfaction (Burke R (2002:114). This is the age of the technologically driven market place of today where there are countless promotional messages, appeals, advertisements and attractions which ...Download file to see next pagesRead More
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