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E-commerce localisation to African markets : Canadian multinational enterprise perspectives

Author

Listed:
  • Chun, Wootae

    (School of Business, Canada)

  • Ogwal, Emmanuel

    (Lheidli T’enneh Nation, Canada)

Abstract

The main objective of this study is to examine and analyse the extent to which African cultural values are depicted on local business-to-consumer (B2C) websites in Africa compared with local websites in Canada during and after the COVID-19 era. By exploring the cross-cultural variations between African B2C websites and Canadian B2C websites, we attempt to provide recommendations to global marketers and diverse stakeholders on how best to localise their websites when catering to e-commerce internet users in African and Canadian regional economies. Therefore, this research extends the boundary of e-commerce marketing strategy and international marketing research to encompass the perspectives of Canadian multinational enterprises seeking to market to African regions.

Suggested Citation

  • Chun, Wootae & Ogwal, Emmanuel, 2023. "E-commerce localisation to African markets : Canadian multinational enterprise perspectives," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 7(2), pages 134-145, July.
    • Handle: RePEc:aza:jcms00:y:2023:v:7:i:2:p:134-145
    as

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    More about this item

    Keywords

    e-commerce; localisation; websites; cultural values; Canadian multinational enterprises; Africa; COVID-19;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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