Abstract

This caselet describes how by the end of the 20th century, US-based online companies had already captured 20% of the European market. However, it goes on to quote analysts who are of the opinion that it may not be easy for US-based online marketers to make further inroads into the European market.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• US-based on-line companies in Europe
• E-commerce in Europe
• and Strategies for US-based on-line marketers to increase their market share in Europe.

Keywords

E-commerce, B2B e-commerce, European e-commerce industry, US e-commerce industry