Abstract
This study explores why some transactional platforms that have expanded into foreign markets decide to de-internationalize. The empirical part of this study focuses on an anonymized transactional platform called Alpha and its de-internationalization from the host market. Our exploratory case study shows that Alpha’s de-internationalization was driven by a combination of external and internal factors. These factors were related and contributed in different ways to create a downward spiral of de-internationalization. In conclusion, we propose that such a negative spiral in foreign markets is related to a firm’s inability to recontextualize, something that even globally standardized transactional platforms must be capable of doing. The importance of recontextualization highlights the fact that a platform business consists of elements that are embedded in a particular local context.
Original language | English |
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Pages (from-to) | 3-24 |
Number of pages | 22 |
Journal | International Review of Retail, Distribution and Consumer Research |
Volume | 32 |
Issue number | 1 |
DOIs | |
Publication status | Published - 2022 |
Externally published | Yes |
Keywords
- case study
- de-internationalization
- Digitalization
- platforms
- recontextualization
ASJC Scopus subject areas
- Business and International Management
- Economics and Econometrics
- Marketing