IDEAS home Printed from
   My bibliography  Save this article

El comercio electrónico B2C desde el punto de vista de las empresas. Comparación de dos contextos diferentes (España y Japón)


  • Sonia San Martín Gutiérrez

    (Universidad de Burgos)

  • Carlos Hernández Carrión

    (Universidad de Burgos)

  • Lluís Valls Campà

    (Universidad Ritsumeikan (Kyoto))


E-commerce is a relatively new phenomena in Spain. Its adoption by consumers and firms has grown nociceably in the recent years. Although it still hasn’t spread as much as forecasts of different institutions stated. Anyway many companies have adapted to the new situation and have defined their on-line selling strategies. The aim of this paper is to understand the new phenomena in depth through a descriptive-and-exploratory study of two different contexts such as Spain and Japan. Both secondary data and primary-and-qualitative information have been used in order to a better understanding of the companies’ points of view about e-commerce as much as their ways to adapt their strategies to the new marketing channel. Finally, the study tries to discover if we are are dealing with two differentiated systems of e-commerce in Spain and Japan or not.

Suggested Citation

  • Sonia San Martín Gutiérrez & Carlos Hernández Carrión & Lluís Valls Campà, 2009. "El comercio electrónico B2C desde el punto de vista de las empresas. Comparación de dos contextos diferentes (España y Japón)," EKONOMIAZ. Revista vasca de Economía, Gobierno Vasco / Eusko Jaurlaritza / Basque Government, vol. 71(02), pages 234-268.
  • Handle: RePEc:ekz:ekonoz:2009214

    Download full text from publisher

    File URL:®istro=992
    File Function: complete text
    Download Restriction: no

    More about this item


    Electronic trade; buy on – line; context analysis; web pages; Spain; Japan;

    JEL classification:

    • F12 - International Economics - - Trade - - - Models of Trade with Imperfect Competition and Scale Economies; Fragmentation
    • F14 - International Economics - - Trade - - - Empirical Studies of Trade
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ekz:ekonoz:2009214. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Iñaki Treviño). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.