E-commerce localisation to African markets: Canadian multinational enterprise perspectives

Wootae Chun and Emmanuel Ogwal
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Wootae Chun: School of Business, Canada
Emmanuel Ogwal: Lheidli T’enneh Nation, Canada

Journal of Cultural Marketing Strategy, 2023, vol. 7, issue 2, 134-145

Abstract: The main objective of this study is to examine and analyse the extent to which African cultural values are depicted on local business-to-consumer (B2C) websites in Africa compared with local websites in Canada during and after the COVID-19 era. By exploring the cross-cultural variations between African B2C websites and Canadian B2C websites, we attempt to provide recommendations to global marketers and diverse stakeholders on how best to localise their websites when catering to e-commerce internet users in African and Canadian regional economies. Therefore, this research extends the boundary of e-commerce marketing strategy and international marketing research to encompass the perspectives of Canadian multinational enterprises seeking to market to African regions.

Keywords: e-commerce; localisation; websites; cultural values; Canadian multinational enterprises; Africa; COVID-19 (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2023
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