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The Main Selling Point of Globalization and ECommerce

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Among all the developments today in globalization, it is the explosion of retail channels that are fueling the most excitement. The idea of being able to sell to the whole world is the main selling point of globalization and e-commerce however retailers are now realizing the constraints of these expanded channels. With the deluge of buyers and the stress on the company’s selling infrastructure, there is a need to evaluate and redevelop retail management policies. Fashion retailing whether online or not and whether selling globally or not are among the industries that need to asses its position and strategies. Since the industry usually entails actual perusal of the product, sellers need to communicate on a personal level with its buyers. Since the selling strategy targets this level of appeal, companies need to realize that they need to understand better who they are selling to culturally and psychologically stay competitive (Johansson, 2001). According to Perner (2004), "A learned, shared, compelling, interrelated set of orientations for members of society". Culture influences goals, beliefs, attitudes and values and ultimately buying behaviour. In the development of the essential strategies for competing effectively in today’s globalized retail markets, it can be concluded that several factors are essential to success. Among them are extensive and relevant market research, responsive and sensitive marketing strategies, focus and creativity to execute plans and strategies, attentiveness changes in society and the social and political environment, flexibility to cope with the critical situation effectively and efficiently.