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Social enterprises in electronic markets: web localization or standardization

Author

Listed:
  • Mamoun Benmamoun

    (Saint Louis University)

  • Hadi Alhor

    (Saint Louis University)

  • Christine Ascencio

    (University of Wisconsin La Crosse)

  • Woojong Sim

    (Saint Louis University)

Abstract

The question of how social enterprises (SEs)—organizations that work to solve social issues through innovative ideas and strategies—utilize the web to internationalize has received little attention in electronic business literature. We address this issue by examining whether SEs pursue a web globalization strategy that is standardized across national markets or localized and culturally customized to individual locales. Accepted knowledge about e-commerce corporations predicts that these firms would be better off with web localization. However, an investigation using content analysis and two case studies complemented with face-to-face and digital interviews reveals that SEs differ inherently from for-profit businesses in web globalization. Specifically, this paper shows that SEs adopt a web strategy high on standardization to mobilize, educate, advocate, and recruit would-be donors, influencers, and volunteers. Such a strategy allows SEs to build legitimacy and reinforce their global brand. Our empirical findings show the uniqueness of SEs’ digital context from profit-oriented e-commerce corporations and the need for a suitable theoretical framework.

Suggested Citation

  • Mamoun Benmamoun & Hadi Alhor & Christine Ascencio & Woojong Sim, 2021. "Social enterprises in electronic markets: web localization or standardization," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 215-231, March.
    • Handle: RePEc:spr:elmark:v:31:y:2021:i:1:d:10.1007_s12525-020-00430-7
    DOI: 10.1007/s12525-020-00430-7
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    Cited by:

    1. Rainer Alt, 2021. "Electronic Markets on the next convergence," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 1-9, March.
    2. Bernhard Swoboda & Carolina Sinning, 2022. "Effects of Internationalization Rhythm and Speed on E-Commerce Firms’ Growth and the Role of Institutional Distances," Management International Review, Springer, vol. 62(2), pages 169-201, April.

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    More about this item

    Keywords

    Social enterprises; E-commerce; Internationalization; Web globalization; Localization; Standardization;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship

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