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2 - International e-business expansion and market entry strategies

Published online by Cambridge University Press:  05 June 2012

Nitish Singh
Nitish Singh
Affiliation:
St Louis University, Missouri
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Summary

The new multinationals

The emergence of the web has created a unique situation, in that a company launching its e-business is global from day one. Before the emergence of the web, international business was the prerogative of big business. Now a company has access to consumers from around the world as soon as it launches its website. Companies can therefore be “born global” when they leverage the web to tap into global markets.

Nero AG: international expansion

Nero, a creator of liquid media technology, started as a small software company in Germany in 1995. It has achieved international expansion over the past sixteen years by leveraging its website (www.nero.com) in combination with a few international offices and international partners. The web has allowed this relatively small company to sell in several countries in South America, North America, Europe, Asia, the Middle East, Africa, and Oceania. It has web pages in more than twenty-eight languages and allows customers from various countries to price products in their local currencies. Nero is just one example of a company that has achieved international growth by leveraging the web.

Source: www.nero.com.
Type
Chapter
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Localization Strategies for Global E-Business , pp. 28 - 54
Publisher: Cambridge University Press
Print publication year: 2011

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