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for international usersolitical environment can affect a multi-billion dollar e-commerce business throughlegislations, regulations, tariffs, standards, policies and other laws which can affect thecompany pricing, profitability and further development of the industry especially when thecompany is a market leader in the chosen market.3.1.1.1. EU (European Union)The EU has established an E-Commerce directive which has provided a number of regulations that the member states have to abide by. The rules are easy to interpret by theorganisations and the member states alike. The E-Commerce Directive prevents firms fromabusing their market dominance, controls the acquisitions and mergers that help afirm’s growth and prevents firms from colluding by price fixing, cartels and other collaborativeactivities (Jobber, 2007, p. 79). Following is an extract from the EU E-Commerce Directive:‘The Electronic Commerce Directive, adopted in 2000, sets up an Internal Market framework for electronic commerce, which provides legal certainty for business and consumers alike. Itestablishes harmonised rules on issues such as the transparency and information requirements
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