HCBE Faculty Articles

International Internet Retail Marketing: Do Product Characteristics Rally Matter?

ORCID

Bahaudin Mujtaba 0000-0003-1615-3100

Document Type

Article

Publication Title

International Business and Economics Research Journal

ISSN

1535-0754

Publication Date

10-1-2005

Abstract/Excerpt

Many practitioners and academic researchers are engaged in the evaluation and study of the impact of the Internet on global retail marketing. Findings have generally focused on the unique attributes of the Internet marketplace and many have discussed product attributes or characteristics which seem important to market success. However, a 2003 Irish retail study claims there are no correlations between the types of product purchased on the Internet and challenges the validity of product characteristics as an important consideration for Internet marketing (Golden, Hughes and Gallagher, 2003). This article reviews the development of product characteristic marketing theory and discusses the findings of recent studies which investigate product characteristics and their importance to Internet based international retail marketing plans.

DOI

https://doi.org/10.19030/iber.v4i10.3624

Volume

4

Issue

10

First Page

29

Last Page

41

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