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Globalization

¡Dime Con Quien Andas, Y Te Diré Quien Eres!

A profile of evolving e-commerce trends, patterns, and practices, and their likely impact on Hispanic markets.

By Henry T. Ingle, Ph.D.
Professor of Communication Technology & Associate Vice-President
Technology Planning and Distance Learning
University of Texas at El Paso

This article identifies trends, patterns, and practices evident in the adoption and use of Internet-based electronic business practices—that is, e-commerce—and the likely ways in which these technological developments in communications will play out in the growing Hispanic marketplace, both in the United States and abroad. The points of view herein presented consist of four major trends and issues: (1) the quantum leap in the number and diversity of individuals worldwide connected to the Internet and the World Wide Web; (2) the dramatic demographic shift in the population of the United States, positioning individuals of Hispanic ancestry for across-the-board involvement in the socioeconomic development of the country; (3) the extent to which business and educational groups in their day-to-day practices are adopting Internet, web-based commerce, and electronic business platforms; and (4) the consequences and effects one might expect from adopting or not adopting these evolving telecommunications and e-commerce strategies. The article covers the following topics:

• Definition and meaning of e-commerce in a global marketplace
• Use of the digital electronic media and the Internet as a business growth and development strategy
• Barriers and challenges associated with doing business on the WWW and the Internet
• Likely effects and impact segmented markets can expect from doing business online

Introduction and Overview

There is a classic Spanish adage frequently invoked by our elders: "¡DIME CON QUIEN ANDAS, Y TE DIRE QUIEN ERES!" The adage loosely translates as "Tell me about your colleagues and associates, and I will tell you who...