E-Commerce On The Global Platform: Strategic Insights On The Localization-Standardization Perspective


Hadi S. Alhorr
Nitish Singh
Seung H. Kim


While extensive empirical and theoretical literature has been developed on organizational adaptation, especially in strategic management, the broad application of the environment-organization has not been applied adequately to the growing global e-commerce research realm. In this paper, we apply the concept of "adaptive strategies" [Kraatz 1998] to e-commerce practices in the global arena to address the localization-standardization paradigm, which continues to be a healthy debate. Bringing two areas of research together, the global e-commerce and institutional theory perspectives of organizational change and adaptation, adds a new dimension to the literature of global e-commerce, and conforms with institutional theorists that organizations are adaptive systems attempting to match the complexities of their environments [Meyer and Rowan 1977]. This paper offers strategic insights about the localization-standardization debate in international business and its strategic implications on global e-commerce strategies.

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February, 2010

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