Drawing on technology adoption theories and stage models used in electronic commerce adoption studies, an incremental approach is proposed to customizing Websites for international marketing purposes in small and medium-sized enterprises (SMEs). Emphasis is placed on a gradual transition from globalizing to localizing as SMEs seek to establish and consolidate their presence in specific overseas markets. The benefits of the approach are highlighted for resource-constrained SMEs. Illustrations are provided of a sample of UK SMEs that have been successfully trialling and evaluating the approach. Indications are given of wider applications beyond UK SMEs to other contexts and countries.
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