Paper info: A Framework to Localize International Business to Business Web Sites
A Framework to Localize International Business to Business Web Sites
Bartikowski Boris, Ji Eun Park and Nitish Singh
Place of Publication
The paper was published at the 25th IMP-conference in Marseille, France in 2009.
Today global e-commerce is expanding rapidly and accounts for more than $12 trillion in transactions worldwide. Both b2b and b2c companies are reaching out to international online markets to tap the online market potential. Past studies have proposed ways of localizing web sites with primarily b2c focus. This study attempts to expand the focus of web localization research by providing an exploratory analysis and framework to best localize web sites for b2b companies. The analysis provides insights into differences in localization practices of b2b and b2c companies. Furthermore, using content analysis technique the study analyzes more than 2000 web pages of b2b companies and provides aframework to help b2b localize their international web sites. The study concludes by providing marketers insights into factors that can help them better connect with international b2b online customers.