Worldwide web?

Douglas West

This is a summary of an article that appeared in the magazine Business Horizons. It reviews the interactive nature of marketing on the internet.

Best in Brief: Worldwide Web?

(Business Horizons)

Mauro F. Guilln

Douglas WestProfessor of Marketing at the University of Westminster, provides a summary of this article.

The internet has not proved to be as 'global' as was first anticipated. For a start, telecommunications and web infrastructures differ markedly from country to country. International bandwidths vary considerably, which greatly affects the speed of downloading pages. Websites often need to be redesigned for particular countries. Other issues include limited ownership of PCs and variation in local access costs.

Geographic distance may not be an issue for the web itself, but it...

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