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While extensive empirical and theoretical literature has been developed on organizational adaptation, especially in strategic management, the broad application of the environment-organization has not been applied adequately to the growing global e-commerce research realm. In this paper, the authors apply the concept of "Adaptive strategies" [Kraatz 1998] to e-commerce practices in the global arena to address the localization-standardization paradigm, which continues to be a healthy debate. Bringing two areas of research together, the global e-commerce and institutional theory perspectives of organizational change and adaptation, adds a new dimension to the literature of global e-commerce, and conforms with institutional theorists that organizations are adaptive systems attempting to match the complexities of their environments [Meyer and Rowan 1977].
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