Exploring different responses to mimetic pressures: an institutional theory perspective on e-commerce adoption of an internationalizing retail SME
INTERNATIONAL REVIEW OF RETAIL DISTRIBUTION AND CONSUMER RESEARCH(2024)
摘要
The purpose of this article is to explore how mimetic pressures affect an internationalizing small- and medium-sized enterprise's adoption of e-commerce in the retail business, and by so doing generating insights into the different available responses to such pressures. A single, qualitative case study research design is employed to conduct an in-depth analysis of a retail SME. The data shows evidence of mimetic pressures that are perceived by the retailer. A trajectory of organizational responses to these pressures are identified by examining the changes that the investigated retailer made in its organization. By probing deeper into retail SMEs' decisions to use e-commerce as a vehicle for international growth, this article contributes to extending the understanding of how internationalizing retail SMEs can respond to mimetic pressures and adopt e-commerce strategies that provide a fit with their business models. One empirical case provides limited possibilities for generalization. Further studies that can enhance the understanding of retailers' various responses to mimetic pressures of e-commerce in different contexts are therefore suggested.
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关键词
e-commerce,institutional pressures,online sales,international retailing,SMEs
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