Abstract:
'E-Readiness' refers to a country's ability to generate economic growth through development
of technology-rich and knowledge-based industries in a world dominated by advancing
Information and Communications Technology (lCT). The "Digital Country Study" teaching
methodology was developed for students to assess e-readiness for a specific country and
implications for international marketing strategy and implementation. Qualitative research on
a pool of Digital Country Studies completed in 2004-2006 highlights a range of concepts
associated with e-readiness useful for redefining international and global marketing strategies
and point toward future research segmented by developed and emerging countries and ereadiness
concepts.
