Can U.S. online retailers win abroad with hybrid strategies?

04/29/2013 | Harvard Business Review online

EBay found early and relatively quick acceptance in English-speaking countries including England, Canada and Australia, and Amazon has attracted strong followings in Germany and Japan, but it's tougher going in other international markets where credit-card use and trust are low among the emerging middle classes, writes consultant and former eBay vice president Ken Calhoon. In Russia, India and some other countries, it may make sense for e-commerce companies to work with local players to develop hybrid operations that understand and cater to local consumers, he writes.

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