McNair Summer Research Program

Faculty Mentor(s)

Eileen Daspro

Publication Date

Summer 8-13-2021


E-Commerce | Entrepreneurial and Small Business Operations | International Business | Marketing

Description, Abstract, or Artist's Statement

The entry into force of the United States-Mexico-Canada Trade Agreement on July 1st, 2020, ushered in a new era of regional trade for the region. The modernized agreement’s inclusion of a chapter specifically focused on expanding digital trade and investment reflected a business phenomenon that had expanded markedly over the last ten years: cross-border e-commerce within the former NAFTA region. This article examines the literature needed to assess the readiness of U.S. small and medium-sized businesses (SME’s) to sell to the Mexican market online based on the degree of localization of their firm’s websites towards the Mexican market. First, a comprehensive review of export readiness will be presented, highlighting the critical role of market readiness in the internationalization process of SMEs. Next, a detailed overview of key findings in the international marketing literature will be surveyed on the advantages and disadvantages of standardization-localization in international firm expansion and the critical role that localization plays in determining the international success of an SME. Finally, the author will examine the role of website localization as an integral aspect of adaptation to foreign markets, including assessment frameworks, identification of its role in export marketing success, and critical localization components. Future research includes assessing the global e-commerce readiness of U.S. firms in Mexico by using established frameworks to evaluate their website’s degree of localization for the local Mexican context.