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E-Commerce in Emerging Economies: A Multi-theoretical and Multilevel Framework and Global Firm Strategies

Abstract

Internet usage and e-commerce have taken off like wildfire in developed countries, and emerging economies are rapidly embracing information technology today as well. Using a multi-theoretical and a multilevel framework, this study examines the determinants and deterrents of e-commerce growth potential in emerging economies. Based on the conceptual framework, the study highlights implications for MNEs, both from developed markets and emerging markets, operating in emerging economies.

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Fig. 9.1

Notes

  1. 1.

    Some parts of this paper have been adapted and extended from Agarwal and Wu (2015).

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Agarwal, J., Wu, T. (2018). E-Commerce in Emerging Economies: A Multi-theoretical and Multilevel Framework and Global Firm Strategies. In: Agarwal, J., Wu, T. (eds) Emerging Issues in Global Marketing. Springer, Cham. https://doi.org/10.1007/978-3-319-74129-1_9

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