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International e-marketing: opportunities and issues
Jagdish N. Sheth
Goizueta Business School, Emory University, Atlanta, Georgia, USA, and

E-marketing: opportunities and issues 611
Received October 2004 Revised June 2005 Accepted July 2005

Arun Sharma
School of Business, University of Miami, Coral Gables, Florida, USA
Abstract
Purpose – E-marketing is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing e-marketing strategies for the web. However, the evolution and strategic direction of e-marketing strategies in international environments has not been discussed and is the focus of this paper. Design/methodology/approach – In this paper, the authors examine two issues based on extant literature and our previous research in this area. The authors discuss e-marketing in an international context and develop a framework that will allow researchers and managers to understand the impact of country level effects on e-marketing strategies. The paper proposes that the evolution of e-marketing strategies is based on the countries infrastructure and marketing institutional development. Findings – It is found that international e-marketing strategies are fundamentally changing, and will continue to change, marketing thought and practice in international markets. The paper suggests that the e-markets of tomorrow may have little resemblance to the markets of today. Research limitations/implications – The paper suggests that additional conceptual and methodological research is required in this area. Propositions are derived that will provide directions for future