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Essay / Research Paper Abstract
An 12 page paper. The catalyst statement for this paper is: Supermarket and shopping mall metaphors for e-commerce are widely used in industrialized countries, such as the United States, the United Kingdom, Australia, and much of Europe. Are these particular metaphors useful and/or appropriate in marginalized and developing nations? What strategies could be used to expand e-commerce in these other nations? The writer begins by explaining that metaphors are culturally-based, therefore, if the inhabitants of a nation have no experience with what the metaphor signifies, they will not understand it. A metaphor that may be more appropriate in many nations is offered and discussed. The writer then reports and discusses the necessary elements to promote e-commerce in any nation and also explains that many developing nations lack the resources to join e-commerce models. Finally, the writer discusses what is needed to expand e-commerce in developing nations. Bibliography lists 19 sources.
Page Count:
12 pages (~225 words per page)
File: MM12_PGecmdv.rtf
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Unformatted sample text from the term paper:
useful and/or appropriate in marginalized and developing nations? What strategies could be used to expand e-commerce in these other nations? The first factor to discuss is the fact that
metaphors are culturally-based. If a culture does not have a frame of reference for a particular concept, then, the metaphor will not be understood. Three metaphors have been used in
reference to e-commerce in the Western world: shopping mall, supermarket, and mail-order catalogs (Sudweeks and Simoff, 2002). Sudweeks and Simoff comment that the "most popular and visible B2C [business-to-consumer] model
on the Web is the web mart (or digital storefront). The model is a result of the creative merger of two shopping metaphors: the mail-order (catalogue) business and the shopping
mall/supermarket" (2002). These authors go on to explain that the popularity of automobiles and an infrastructure that included road systems allowed the shopping mall model to grow and flourish (Sudweeks
and Simoff, 2002). The supermarket and shopping carts subsequently became the vehicles for family shopping (Sudweeks and Simoff, 2002). It was this combination of supermarket and mail-order catalog metaphors that
became the foundation for the Web-Marts metaphor (Sudweeks and Simoff, 2002). Consumers familiar with mail-order catalogs, shopping malls, supermarkets, and shopping carts could understand the concept of e-commerce based on
these metaphors. Consumers now had a "virtual shopping cart" to shop on the Internet (Sudweeks and Simoff, 2002). It is the Western culture from which these popular metaphors emerged (Sudweeks
and Simoff, 2002). Westland and Clark (1999) call this phenomenon a marketspace, in other words, it is a market that is everywhere but nowhere. Despite the fact that the
e-commerce landscape is changing, models of e-commerce are "still dominated by the shopping mall/supermarket metaphor" (Sudweeks and Simoff, 2002). As Sudweeks and Simoff point out, this is a model that
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