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Globalisation within a rich e-commerce environment: a case study of large manufacturing firms

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  • Alan D. Smith
  • Steve R. Clinton

Abstract

Globalisation within an e-commerce environment dominates both service and manufacturing sectors as customers are becoming more empowered and expectations of high-levels of service and speed to match. This paper set out to define what globalisation is in relation to the business world, why companies decide to go global, the globalisation strategies they implement, and the advantages and disadvantages of going global. To highlight these points, the paper will focus on two Pittsburgh, PA-based food producers (one was their global headquarters, while the other has corporate offices in Pittsburgh) that are part of major corporate globalisation and e-commerce development. This paper will compare and contrast the different strategic styles that each company has implemented to navigate the complexities of a rich e-commerce global marketplace.

Suggested Citation

  • Alan D. Smith & Steve R. Clinton, 2016. "Globalisation within a rich e-commerce environment: a case study of large manufacturing firms," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 22(4), pages 436-454.
    • Handle: RePEc:ids:ijbisy:v:22:y:2016:i:4:p:436-454
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