Evaluating domestic and international Web-site strategies

This paper presents the AIPD approach to the evaluation of commercial Web s ites within or across borders. The author explains how benchmarking techniq ues can be used to compare attracting, informing, positioning, and deliveri ng (AIPD) strategies of Web sites in order to clarify strategic opportuniti es or advantages. The AIPD model is then used to compare the Internet strat egies of some Japanese and American banks. Results show that Japanese banks have created more dynamic and content rich Internet environments than thei r American counterparts. Cultural and institutional differences are given f or the contrasting approaches to Web design, information and service delive ry.