ナダヤマ ナオト   Nadayama Naoto
  灘山 直人
   所属   神奈川大学  経済学部 経済学科/現代ビジネス学科
    神奈川大学大学院  経済学研究科 経済学専攻(国際経済コース)
   職種   准教授
言語種別 英語
発行・発表の年月 2021/12
形態種別 学術雑誌
査読 査読あり
標題 De-internationalization of transactional platforms:
an exploratory case study
執筆形態 共著
掲載誌名 The International Review of Retail, Distribution and Consumer Research
掲載区分国外
出版社・発行元 Routledge
巻・号・頁 Issue 1,pp.3-24
著者・共著者 ◎Arto Lindblom, Naoto Nadayama, Kazuhiro Asakawa, Richard Cuthbertson
概要 This study explores why some transactional platforms that have expanded into foreign markets decide to deinternationalize. The empirical part of this study focuses on an anonymized transactional platform called Alpha and its deinternationalization from the host market. Our exploratory case study shows that Alpha's deinternationalization was driven by a combination of external and internal factors. These factors were related and contributed in different ways to create a downward spiral of deinternationalization. In conclusion, we propose that such a negative spiral in foreign markets is related to a firm's inability to recontextualize, something that even globally standardized transactional platforms must be capable of doing. The importance of recontextualization highlights the fact that a platform business consists of elements that are embedded in a particular local context.