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Abstract

The World Wide Web is still a new technology. In higher internationalization sectors, firms are not only expected to adopt new technologies quickly, but also do so in a simultaneous manner across countries. Nonetheless, the food industry is a lower internationalization sector, meaning that adoption of new technologies (such as the web) may be taking place at a slower pace. We check the overall hypothesis that the Greek food firms are lagging behind their counterparts in other Western countries with respect to their web presence. We investigate this hypothesis by comparing and contrasting the functionality, usability, efficiency and reliability of the web sites of 119 food and 56 beverage Greek and 98 overseas food companies. Our hypothesis is confirmed.

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