Evaluating the branding potential of Web sites across borders

Abstract

Presents the AIPD approach to the evaluation of commercial Web sites within or across borders. Looks at firms in the software sector and uses the model’s benchmarking techniques to compare the informing, positioning, and delivering strategies of Web sites. Shows how these factors boosted the branding potential of the Web sites. In a comparison of the Internet strategies of Japanese and US software firms, results showed that US firms created more dynamic and innovative Internet environments. Gives market, cultural and institutional differences for the contrasting approaches to Web design, information and service delivery.