This case presents the experiences of a small French firm selling software products to businesses, both large and small, and the challenges the firm faces as it grows globally through electronic commerce. The case examines the major obstacles facing a firm engaging in global business-to-business electronic commerce and offers some insights into how a small firm can effectively maneuver in the global electronic market. The case illustrates the need for the effective development and maintenance of virtual partnerships to handle various phases of the marketing cycle.
The objectives of this case are to help students understand the different means by which a small firm can become global through electronic commerce. Several important issues emerge for debate, including: How to handle post-sales support Whether physical growth is necessary to support virtual growth How can image be manipulated in a virtual environment How can one gain awareness of the primary client in the virtual environment