Targeting International Customers in Japanese E-commerce: A Web Content Analysis of the Marketing Mix in Rakuten and Amazon.co.jp
The thesis examines the marketing strategies implemented by the two biggest e-commerce companies in Japan, namely Rakuten and Amazon.co.jp, in order to address their international customers. Specifically, the study is conducted by means of a multiple-case study design, an interpretivist approach and a qualitative Web Content Analysis on the two firms’ websites in English language. The theoretical