Evaluating domestic and international Web‐site strategies

1 October 1999

journal article
review article
Published by Emerald Publishing in Internet Research

Vol. 9 (4) , 297-308
https://doi.org/10.1108/10662249910286842

Abstract

This paper presents the AIPD approach to the evaluation of commercial Web sites within or across borders. The author explains how benchmarking techniques can be used to compare attracting, informing, positioning, and delivering (AIPD) strategies of Web sites in order to clarify strategic opportunities or advantages. The AIPD model is then used to compare the Internet strategies of some Japanese and American banks. Results show that Japanese banks have created more dynamic and content rich Internet environments than their American counterparts. Cultural and institutional differences are given for the contrasting approaches to Web design, information and service delivery.

Keywords

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