Electronic commerce has overcome the tech–wrecks of recent times and is now accepted as the future of business, yet a major barrier to its more widespread and successful implementation remains – the continuing uncertainty among organizations of how best to put e–commerce principles into practice.Based on research in six economies – the UK, USA, Denmark, Greece, Hong Kong (China) and Australia – the book addresses the documented uncertainties of business and consumers with Internet retailing by presenting the experiences of leading examples of B2C electronic commerce in each economy.Demonstrating 'best practice' by examining and comparing these international examples of success, the book provides entrepreneurs and senior managers with insights that will help them plan and implement strategy for successful internet–based business innovation.