Overview > Strategies

E-commerce in Latin America will grow to $82 billion in 2004 and with the Hispanic population almost 30 million in the United States with an estimated buying power of about $400 billion; these two markets alone represent a tremendous opportunity for businesses worldwide. - Forrester Research

• Decentralized Model: Site content is developed and maintained by each local office. In the most extreme example, each local subsidiary company supports its own autonomous Web operation.
  • Pros: This model maximizes responsiveness to local market requirements, with respect to local customs, market forces, and brand strategy.
  • Cons: This model is highly inefficient, as marketing and technical innovations are leveraged across multiple sites only with great difficulty. Corporate identity may be compromised by uncoordinated design and positioning strategies.