Drivers of International E-Tail Performance: The Complexities of Orientations and Resources

Abstract

Retail e-commerce (e-tail) continues to grow as an important channel of distribution in the global business environment. In this article, the authors present and test a conceptual model of the relationships among firm orientations, strategic resources, and international e-tail performance. Specifically, they investigate the ability of important e-tail firm resources—brand strength and supplier relations—to mediate the effects of market orientation, entrepreneurial orientation, and foreign market orientation on revenue growth and firm performance relative to objectives. Using survey responses from a cross-national sample of 174 marketing and e-commerce decision makers, the authors find support for the role of brand strength and supplier relations as mediators between market and foreign market orientations and firm performance. The study provides managerial insights into the types of orientations and resources that can help drive e-tail performance and contributions regarding the indirect effects of orientations on international marketing performance.

The Application of the Technology Acceptance Model under Different Cultural Contexts: The Case of Online Shopping Adoption

“…The execution of the study presents some limitations. Although Pakistan and Canada are good representatives of EAMs and the Western world, respectively, further research should replicate the findings of this study in other countries (as suggested by Bianchi and Andrews [2012] and Colton, Roth, and Bearden [2010]). …”

Drivers of export entrepreneurship

“…The resources and performance relationship has also centered the attention of researchers in the area of export activity (Cadogan, Kuivalainen, & Sundqvist, 2009;Colton, Roth, & Bearden, 2010;Lages, Silva, & Styles, 2009;Morgan, Kaleka, & Katsikeas, 2004;Morgan, Vorhies, & Schlegelmilch, 2006;Singh, 2009;among others). However, there is a broad lack of awareness about the resources-EE relationship.…”

Antecedents and consequences of export entrepreneurship

“…Resources-results relationship is interesting for researchers on export activity (Cadogan, Kuivalainen, & Sundqvist, 2009;Colton, Roth, & Bearden, 2010). Nonetheless, resources-EE relationship suffers from a broad lack of awareness.…”