IT Policies

Creating Customer Intimacy In A Multi-Cultural World

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Executive Summary

Markets, after all, are made up of individuals whose cultures, buying habits and personal choices don't always follow the preferences of the politicians. What is popular and 'Works' in France or Germany isn't necessarily going to be the consumers' choice in Italy or Spain. Despite the vast political changes that have swept over the Continent in the past decade, Europe today remains a multi-language, multi-cultural marketplace. As manufacturers and retailers have begun to introduce various supply chain, customer relationship or other e-commerce platforms to European supplier and customer markets, they've faced a significant challenge: How to implement these complex systems across Europe in a rational, cost-effective manner that will work. Fortunately, the major e-commerce software systems are quickly maturing.

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