Consumer Preferences in Cyberspace : a Comparison of Websites Ranking Across the Globe.

Color poster with text, charts, and graphs describing research conducted by Piyush Gupta, advised by Bruce W. N. Lo.To market their products and/or services globally, transnational corporations are often faced with the question of to what extent they need to tailor their marketing message and their commodities to local culture and regional norms. The challenge is whether to globalize or to localize. This study attempts to examine this dichotomy from a macro angle by observing international e-commerce websites.University of Wiconsin--Eau Claire Office of Research and Sponsored Programs