Marketing to the World in Cyberspace : How Major International Banks Reach Out to the Global Marketplace

Abstract

To be successful in the global marketplace, International corporations face two challenges. On the one hand they need to convince world customers the unique brand value of their products/services, and at the same time tailor their offerings to the local needs and circumstances. To maximize their reach, apart from setting up local branches at different geographical sites (which can be very costly) these corporations rely on their e-business websites to market themselves in the cyberspace. This research examined the approaches taken by the top 30 international banks by comparing their e-business websites in terms of the degree of localization, site server dispersion, webpage appearance and design, and website interaction features.