IDEAS home Printed from https://ideas.repec.org/a/spr/elmark/v31y2021i1d10.1007_s12525-020-00430-7.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12525-020-00430-7
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12525-020-00430-7?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Alan M. Rugman & Alain Verbeke, 2005. "A Perspective on Regional and Global Strategies of Multinational Enterprises," Chapters, in: Analysis of Multinational Strategic Management, chapter 8, pages 104-119, Edward Elgar Publishing.
    2. Yadong Luo & Oded Shenkar, 2006. "The multinational corporation as a multilingual community: Language and organization in a global context," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 37(3), pages 321-339, May.
    3. Baur, Dorothea & Palazzo, Guido, 2011. "The Moral Legitimacy of NGOs as Partners of Corporations," Business Ethics Quarterly, Cambridge University Press, vol. 21(4), pages 579-604, October.
    4. Helene Tenzer & Markus Pudelko & Anne-Wil Harzing, 2014. "The impact of language barriers on trust formation in multinational teams," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 45(5), pages 508-535, June.
    5. Maria Arruda & Gabriel Levrini, 2015. "Successful Business Leaders’ Focus on Gender and Poverty Alleviation: The Lojas Renner Case of Job and Income Generation for Brazilian Women," Journal of Business Ethics, Springer, vol. 132(3), pages 627-638, December.
    6. Helena Barnard, 2019. "From the editor: The social side of international business policy – mapping social entrepreneurship in South Africa," Journal of International Business Policy, Palgrave Macmillan, vol. 2(1), pages 1-8, March.
    7. Thomas Maak & Nicola Pless, 2009. "Business Leaders as Citizens of the World. Advancing Humanism on a Global Scale," Journal of Business Ethics, Springer, vol. 88(3), pages 537-550, September.
    8. Maddy Janssens & Chris Steyaert, 2014. "Re-considering language within a cosmopolitan understanding: Toward a multilingual franca approach in international business studies," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 45(5), pages 623-639, June.
    9. Vanessa Ratten, 2013. "The Development of Social E-Enterprises, Mobile Communication and Social Networks: A Social Cognitive Perspective of Technological Innovation," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 11(3), pages 68-77, July.
    10. Estrin, Saul & Mickiewicz, Tomasz & Stephan, Ute, 2016. "Human capital in social and commercial entrepreneurship," Journal of Business Venturing, Elsevier, vol. 31(4), pages 449-467.
    11. Oecd, 2013. "Electronic and Mobile Commerce," OECD Digital Economy Papers 228, OECD Publishing.
    12. Jiatao Li & Liang Chen & Jingtao Yi & Jiye Mao & Jianwen Liao, 2019. "Ecosystem-specific advantages in international digital commerce," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 50(9), pages 1448-1463, December.
    13. Johanna Mair & Ignasi Marti, 2006. "Social Entrepreneurship Research: A Source of Explanation, Prediction, and Delight," Post-Print hal-02311880, HAL.
    14. Morten Rask, 2014. "Internationalization through business model innovation: In search of relevant design dimensions and elements," Journal of International Entrepreneurship, Springer, vol. 12(2), pages 146-161, June.
    15. Barbara C Crosby & John M Bryson, 2005. "A leadership framework for cross-sector collaboration," Public Management Review, Taylor & Francis Journals, vol. 7(2), pages 177-201, June.
    16. Baack, Daniel W. & Singh, Nitish, 2007. "Culture and web communications," Journal of Business Research, Elsevier, vol. 60(3), pages 181-188, March.
    17. Jane Kassis Henderson, 2005. "Language Diversity in International Management Teams," International Studies of Management & Organization, Taylor & Francis Journals, vol. 35(1), pages 66-82, January.
    18. Nitish Singh & Sumit Kundu, 2002. "Explaining the Growth of E-Commerce Corporations (ECCs): An Extension and Application of the Eclectic Paradigm," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 33(4), pages 679-697, December.
    19. James Austin & Howard Stevenson & Jane Wei–Skillern, 2006. "Social and Commercial Entrepreneurship: Same, Different, or Both?," Entrepreneurship Theory and Practice, , vol. 30(1), pages 1-22, January.
    20. Dante Di Gregorio, 2017. "Place-based business models for resilient local economies," Journal of Enterprising Communities: People and Places in the Global Economy, Emerald Group Publishing Limited, vol. 11(1), pages 113-128, March.
    21. Dongwoo Ko & Yuri Seo & Sang-Uk Jung, 2015. "Examining the effect of cultural congruence, processing fluency, and uncertainty avoidance in online purchase decisions in the U.S. and Korea," Marketing Letters, Springer, vol. 26(3), pages 377-390, September.
    22. Tsedal B. Neeley, 2013. "Language Matters: Status Loss and Achieved Status Distinctions in Global Organizations," Organization Science, INFORMS, vol. 24(2), pages 476-497, April.
    23. Benjamin M Oviatt & Patricia P McDougall, 2005. "The internationalization of entrepreneurship," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 36(1), pages 2-8, January.
    24. Ram Mudambi & Shaker A Zahra, 2007. "The survival of international new ventures," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(2), pages 333-352, March.
    25. De Massis, Alfredo & Kotlar, Josip, 2014. "The case study method in family business research: Guidelines for qualitative scholarship," Journal of Family Business Strategy, Elsevier, vol. 5(1), pages 15-29.
    26. Alberto Onetti & Antonella Zucchella & Marian Jones & Patricia McDougall-Covin, 2012. "Internationalization, innovation and entrepreneurship: business models for new technology-based firms," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 16(3), pages 337-368, August.
    27. Luis Garicano & Steven N. Kaplan, 2001. "The Effects of Business‐to‐Business E‐Commerce on Transaction Costs," Journal of Industrial Economics, Wiley Blackwell, vol. 49(4), pages 463-485, December.
    28. McKeever, Edward & Jack, Sarah & Anderson, Alistair, 2015. "Embedded entrepreneurship in the creative re-construction of place," Journal of Business Venturing, Elsevier, vol. 30(1), pages 50-65.
    29. Nath, Pravin & Kirca, Ahmet H. & Kim, Saejoon & Andras, Trina Larsen, 2019. "The Effects of Retail Banner Standardization on the Performance of Global Retailers," Journal of Retailing, Elsevier, vol. 95(3), pages 30-46.
    30. Mair, Johanna & Martí, Ignasi, 2006. "Social entrepreneurship research: A source of explanation, prediction, and delight," Journal of World Business, Elsevier, vol. 41(1), pages 36-44, February.
    31. Kassarjian, Harold H, 1977. "Content Analysis in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 4(1), pages 8-18, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gupta, Parul & Chauhan, Sumedha & Paul, Justin & Jaiswal, M.P., 2020. "Social entrepreneurship research: A review and future research agenda," Journal of Business Research, Elsevier, vol. 113(C), pages 209-229.
    2. Ignacio Alvarez de Mon & Jorge Merladet & Margarita Núñez-Canal, 2021. "Social Entrepreneurs as Role Models for Innovative Professional Career Developments," Sustainability, MDPI, vol. 13(23), pages 1-19, November.
    3. Helene Tenzer & Siri Terjesen & Anne-Wil Harzing, 2017. "Language in International Business: A Review and Agenda for Future Research," Management International Review, Springer, vol. 57(6), pages 815-854, December.
    4. Aichhorn, Nathalie & Puck, Jonas, 2017. "Bridging the language gap in multinational companies: Language strategies and the notion of company-speak," Journal of World Business, Elsevier, vol. 52(3), pages 386-403.
    5. Barbara Bradač Hojnik & Katja Crnogaj, 2020. "Social Impact, Innovations, and Market Activity of Social Enterprises: Comparison of European Countries," Sustainability, MDPI, vol. 12(5), pages 1-15, March.
    6. Pradeep Kumar Hota, 2023. "Tracing the Intellectual Evolution of Social Entrepreneurship Research: Past Advances, Current Trends, and Future Directions," Journal of Business Ethics, Springer, vol. 182(3), pages 637-659, January.
    7. Sahasranamam, Sreevas & Nandakumar, M.K., 2020. "Individual capital and social entrepreneurship: Role of formal institutions," Journal of Business Research, Elsevier, vol. 107(C), pages 104-117.
    8. Talukder, Sazzad & Barner-Rasmussen, Wilhelm, 2024. "Exploring the language choice dilemma of international small firms: A social exchange perspective on English-only versus multilingualism," International Business Review, Elsevier, vol. 33(3).
    9. Evers, Natasha & Ojala, Arto & Sousa, Carlos M.P. & Criado-Rialp, Alex, 2023. "Unraveling business model innovation in firm internationalization: A systematic literature review and future research agenda," Journal of Business Research, Elsevier, vol. 158(C).
    10. Veronica, Scuotto & Manlio, Del Giudice & Shlomo, Tarba & Antonio, Messeni Petruzzelli & Victor, Chang, 2020. "International social SMEs in emerging countries: Do governments support their international growth?," Journal of World Business, Elsevier, vol. 55(5).
    11. Chen, Jie & Saarenketo, Sami & Puumalainen, Kaisu, 2018. "Home country institutions, social value orientation, and the internationalization of ventures," International Business Review, Elsevier, vol. 27(2), pages 443-454.
    12. Tippmann, Esther & Ambos, Tina C. & Del Giudice, Manlio & Monaghan, Sinéad & Ringov, Dimo, 2023. "Scale-ups and scaling in an international business context," Journal of World Business, Elsevier, vol. 58(1).
    13. Päivi Karhunen & Anne Kankaanranta & Tiina Räisänen, 2023. "Towards a Richer Understanding of Language and Identity in the MNC: Constructing Cosmopolitan Identities Through “English”," Management International Review, Springer, vol. 63(3), pages 507-530, June.
    14. Steven A. Brieger & Anne Bäro & Giuseppe Criaco & Siri A. Terjesen, 2021. "Entrepreneurs’ age, institutions, and social value creation goals: A multi-country study," Small Business Economics, Springer, vol. 57(1), pages 425-453, June.
    15. Etayankara Muralidharan & Saurav Pathak, 2019. "Consequences of Cultural Leadership Styles for Social Entrepreneurship: A Theoretical Framework," Sustainability, MDPI, vol. 11(4), pages 1-19, February.
    16. Eddy Tukamushaba & Laura Orobia & Babu George, 2011. "Development of a conceptual model to understand international social entrepreneurship and its application in the Ugandan context," Journal of International Entrepreneurship, Springer, vol. 9(4), pages 282-298, December.
    17. Ana Fernández-Laviada & Carlos López-Gutiérrez & Andrea Pérez, 2020. "How Does the Development of the Social Enterprise Sector Affect Entrepreneurial Behavior? An Empirical Analysis," Sustainability, MDPI, vol. 12(3), pages 1-15, January.
    18. Amy Church-Morel & Anne Bartel-Radic, 2016. "Skills, Identity, and Power: The Multifaceted Concept of Language Diversity [Competencias, identidad y poder: las múltiples facetas del concepto de diversidad lingüística]," Post-Print halshs-01996048, HAL.
    19. Deng, Wei & Liang, Qiao Zhuan & Fan, Pei Hua, 2019. "Complements or substitutes? Configurational effects of entrepreneurial activities and institutional frameworks on social well-being," Journal of Business Research, Elsevier, vol. 96(C), pages 194-205.
    20. Loderer, Anja & Muehlfeld, Katrin & Wilken, Robert & Moritz, Alexandra & Slomski, Véronique, 2024. "The language barrier as a springboard towards (team) creativity: An exploratory study of foreign language use in teams," International Business Review, Elsevier, vol. 33(2).

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:elmark:v:31:y:2021:i:1:d:10.1007_s12525-020-00430-7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.