El comercio electrónico B2C desde el punto de vista de las empresascomparación de dos contextos diferentes (España y Japón)

  1. Sonia San Martín Gutiérrez
  2. Carlos Hernández Carrión
  3. Lluís Valls Campà
Ekonomiaz: Revista vasca de economía

ISSN: 0213-3865

Year of publication: 2009

Issue: 71

Pages: 234-268

Type: Article

More publications in: Ekonomiaz: Revista vasca de economía



  • Social Sciences: D


E-commerce is a relatively new phenomena in Spain. Its adoption by consumers and firms has grown nociceably in the recent years. Although it still hasn�t spread as much as forecasts of different institutions stated. Anyway many companies have adapted to the new situation and have defined their on-line selling strategies. The aim of this paper is to understand the new phenomena in depth through a descriptive-and-exploratory study of two different contexts such as Spain and Japan. Both secondary data and primary-and-qualitative information have been used in order to a better understanding of the companies� points of view about e-commerce as much as their ways to adapt their strategies to the new marketing channel. Finally, the study tries to discover if we are are dealing with two differentiated systems of e-commerce in Spain and Japan or not.