volume 27, issue 4, P317-338 2019
DOI: 10.1108/mbr-02-2018-0010
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Mamoun Benmamoun, Nitish Singh, Kevin Lehnert, Sang Bong Lee

Abstract: Purpose The growth of global e-commerce presents significant opportunities for global expansion. Yet it has not leveled the playing field between emerging markets e-commerce corporations (EM-ECCs) and advanced markets ECCs (AM-ECCs). While AM-ECCs have been expanding overseas with considerable success, EM-ECCs have been less disposed to internationalize and have been content to serve and defend their home turfs against foreign rivals who wield monopolistic advantages. Leveraging the network, ownership, locati…

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