Abstract
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.
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Singh, N., Keating, B.M. (2018). Hyper-localizing e-Commerce Strategy: An Emerging Market Perspective. In: Dwivedi, Y., et al. Emerging Markets from a Multidisciplinary Perspective. Advances in Theory and Practice of Emerging Markets. Springer, Cham. https://doi.org/10.1007/978-3-319-75013-2_8
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DOI: https://doi.org/10.1007/978-3-319-75013-2_8
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