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Exploring Marketing and E-Readiness through Digital Country Studies

By David R. Low


'E-Readiness ' refers to a country's ability to generate economic growth through development of technology-rich and knowledge-based industries in a world dominated by advancing Information and Communications Technology (lCT). The "Digital Country Study " teaching methodology was developed for students to assess e-readiness for a specific country and implications for international marketing strategy and implementation. Qualitative research on a pool of Digital Country Studies completed in 2004-2006 highlights a range of concepts associated with e-readiness useful for redefining international and global marketing strategies and point toward future research segmented by developed and emerging countries and e-readiness concepts

Year: 2016
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