Social enterprises in electronic markets: web localization or standardization

The question of how social enterprises (SEs)—organizations that work to solve social issues through innovative ideas and strategies—utilize the web to internationalize has received little attention in electronic business literature. We address this issue by examining whether SEs pursue a web globalization strategy that is standardized across national markets or localized and culturally customized to individual locales. Accepted knowledge about e-commerce corporations predicts that these firms would be better off with web localization. However, an investigation using content analysis and two case studies complemented with face-to-face and digital interviews reveals that SEs differ inherently from for-profit businesses in web globalization. Specifically, this paper shows that SEs adopt a web strategy high on standardization to mobilize, educate, advocate, and recruit would-be donors, influencers, and volunteers. Such a strategy allows SEs to build legitimacy and reinforce their global brand. Our empirical findings show the uniqueness of SEs’ digital context from profit-oriented e-commerce corporations and the need for a suitable theoretical framework.