Hyper-localizing e-Commerce Strategy: An Emerging Market Perspective

  • Nitish Singh
  • Brendan M. Keating
Part of the Advances in Theory and Practice of Emerging Markets book series (ATPEM)


With the rise of global competition, multinationals are facing a decline in sales outside of their home regions as startups chip away at their dominance. One method of countering this trending decline is to embrace a hyper-localization e-commerce strategy, wherein unique locale-specific consumer segments are identified and then targeted to meet hyper-local needs and consumer demands. This piece identifies how organizations are developing hyper-localized strategies and leveraging local resources to deliver their product, services, and communications to the targeted emerging economies.


Hyper-localization Globalization Global e-commerce Internet-based companies Emerging market multinationals 


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.Department of International Business John Cook School of BusinessSaint Louis UniversitySaint LouisUSA
  2. 2.IntegTree LLCSaint LouisUSA

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