ELEKTRONINĖJE KOMERCIJOJE VYKDOMOS KOMUNIKACIJOS PRITAIKYMAS TIKSLINĖS RINKOS KULTŪRINIAMS YPATUMAMS
ADAPTATION OF COMMUNICATION IN ELECTRONIC COMMERCE TO THE CULTURAL PARTICULARITIES OF THE TARGETMARKET

Summary/Abstract: The wider usage of the global Internet network has generated an illusion that the new standardized means of communication can be created, which could ignore the cultural, social or personal differences of customers. However, empirical findings and e-commerce experience show that clients are more positive about the marketing actions tailored to their cultural and personal peculiarities. It is essential to be aware of the differences in the perception of marketing by various cultures. This paper shows the methods to be invoked by business actors with the aim to expand commercial activities on the electronic market, taking into consideration the cultural differences of potential clients and using the possibilities provided by automated client-relation systems. Finally, the method integrating the cultural dimensions into an e-shop creation and developing project is proposed.

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