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A New Marketing Strategy for E-Commerce

The Gulf Region Experience

Khalid W. Alrawi, Al-Ain University of Science and Technology, Al-Ain, PO Box: 64141, United Arab Emirates. E-mail: Kalrawi47{at}hotmail.com

Hamid R. Ekbia

Hamid R. Ekbia, Al-Ain University of Science and Technology, Al-Ain, PO Box: 64141, United Arab Emirates. E-Mail: hekbia{at}indiana.edu

Khalifa H. Jaber

Khalifa H. Jaber, Al-Ain University of Science and Technology, Al-Ain, PO Box: 64141, United Arab Emirates. E-mail: Khalifajaber{at}hotmail.com

The purpose of this exploratory study is to address e-commerce issues, such as marketing and logistical problems, and create viable recommendations for the Gulf environments based on the views of managers of industrial firms registered in the Abu Dhabi Chamber of Commerce in the United Arab Emirates.

The issues that e-commerce faces will be examined through the marketing mix. It is believed that the four concepts of the marketing mix (product, place, price, and promotion) play an equally critical part in the success of e-commerce. Therefore, concentrating on these concepts will prove to be of utmost importance to an e-commerce provider for the Gulf firms.

To date, despite the fact that e-commerce is likely to have far-reaching implications for international marketing, only a handful of studies have explored marketing and e-commerce in the Gulf region in an international context. This study shows that there is a great potential for e-commerce in the Gulf region in particular.

Global Business Review, Vol. 9, No. 2, 273-286 (2008)
DOI: 10.1177/097215090800900207


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