E-Commerce in Emerging Economies: A Multi-theoretical and Multilevel Framework and Global Firm Strategies

  • James Agarwal
  • Terry Wu


Internet usage and e-commerce have taken off like wildfire in developed countries, and emerging economies are rapidly embracing information technology today as well. Using a multi-theoretical and a multilevel framework, this study examines the determinants and deterrents of e-commerce growth potential in emerging economies. Based on the conceptual framework, the study highlights implications for MNEs, both from developed markets and emerging markets, operating in emerging economies.


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Authors and Affiliations

  1. 1.Haskayne Research Professor & Full Professor of Marketing at the Haskayne School of BusinessUniversity of CalgaryCalgaryCanada
  2. 2.Faculty of Business and Information TechnologyUniversity of Ontario Institute of TechnologyOshawaCanada

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