March 31, 2006, 12:00 AM

It`s a small world

(Page 3 of 3)

Subtle differences

Though the world’s a potential online marketplace, it’s a marketplace that’s not necessarily easy pickings. The subtle and notsosubtle differences in shopping habits and cultural values among countries mean that one size-and one ­marketing and merchandising plan-does not fit all. Irrespective of how successfully their web sites function at home, U.S. marketers are finding that the bid to establish a significant online ­presence abroad raises a new challenge in every country.

“The bottom line is a lot of what we use here doesn’t apply aboard,” Dwek says. “You have to be really cautious in terms of your approach, and you have to create a test plan that allows you to leverage the risk.”

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