Abstract
The purpose of this article is to explore how mimetic pressures affect an internationalizing small- and medium-sized enterprise's adoption of e-commerce in the retail business, and by so doing generating insights into the different available responses to such pressures. A single, qualitative case study research design is employed to conduct an in-depth analysis of a retail SME. The data shows evidence of mimetic pressures that are perceived by the retailer. A trajectory of organizational responses to these pressures are identified by examining the changes that the investigated retailer made in its organization. By probing deeper into retail SMEs' decisions to use e-commerce as a vehicle for international growth, this article contributes to extending the understanding of how internationalizing retail SMEs can respond to mimetic pressures and adopt e-commerce strategies that provide a fit with their business models. One empirical case provides limited possibilities for generalization. Further studies that can enhance the understanding of retailers' various responses to mimetic pressures of e-commerce in different contexts are therefore suggested.