Purpose -Internet is set to be one of the main channels of distribution in the future and already greatly facilitates product evaluation thanks to the information available on the net. The main advantages of electronic shopping over other channels include the reduced costs of searching for products and for product-related information. Research has stressed the importance of quality information in web site design. The perceived utility of a web site depends on the perceived utility of its content (i.e. quality of information on product characteristics) and its presentation of that content. This paper compares the ways in which a web site's content and content presentation affect the product choice of two consumer groups from different cultures. The paper aims to discuss these issues. Design/methodology/approach -The authors conduct an exploratory study to determine the key factors which may be used in a later conclusive research. The authors propose a tool based on the statistical design of experiments to determine the number of significant factors used by two market segments (Spanish and US students) when selecting a bottle of wine sold via a web site. Findings -The authors identify key extrinsic factors of consumers' perceived utility when selecting a bottle of wine from a web site and analyse whether cross-cultural aspects are significant in this choice. The authors assume that web site evaluations made by users from different geographical areas reflect their preferences for more familiar designs.Research limitations/implications -The sample size does not enable us to determine the significance of certain variables. Moreover, the sample is not fully representative of the overall consumer population, and so inferences cannot be made about all consumers. However, since the study is exploratory with a theoretical content, the results can be considered valid. Practical implications -Web page designers need to take into account the cultural characteristics of their target market in the presentation and content of their sites. Originality/value -The internet marketing literature considers cultural differences in web design as a tool to improve user confidence and attitude. However, few studies have examined the effects of the cultural adaptation of web sites on user evaluations. Here, the authors propose a straightforward procedure for calculating the main effects of web site attributes. Yates' algorithm and the normal probability plot, proposed by Daniel, can be implemented in any spread sheet.

Innovations are one of the most influential factors on the economic growth and this is the reason why governments nowadays have significant concern about it. Researchers and academics from many countries study the innovations activeness and the type of innovations in various industry sectors but comparing the big scope of academic research on international level, there is insufficient research on the topic of innovativeness in Bulgaria. And as SMEs present a significant part of the regional and national economies including in Bulgaria, this empirical survey in Bulgaria and Spain is based on samples of SMEs from different sectors in both countries. In order to guarantee comparativeness the same questioning instrument was employed and the analysis revealed many similarities in the attitude to innovations and the type of innovations in small and medium sized companies in both countries. According to the survey results, the SMEs in Bulgaria focus more on innovations in the promotional policy egg. the marketing communications in contrast with the small and medium-sized companies in Spain where the stress in innovations is more on changes in distribution channels and in the pricing strategies. The comparative analysis with the Spanish companies points out that concerning the innovations in “design and packaging of goods” and “usage of new methods for goods and services promotion” the behaviour of the Bulgarian and Spanish companies is similar. At the end of the paper are drawn some conclusions about the innovations activeness of the SMEs in both countries and the similar problems.

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