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- Title
Strategic orientations and digital marketing tactics in cross-border e-commerce: Comparing developed and emerging markets.
- Authors
Goldman, Sjoukje PK; van Herk, Hester; Verhagen, Tibert; Weltevreden, Jesse WJ
- Abstract
In this article, the impact of strategic orientations on the use of digital marketing tactics and, subsequently, on the international business performance of small electronic retailers (e-retailers) in cross-border electronic commerce (e-commerce) is analysed. Furthermore, these relationships are compared between e-retailers originating in both developed and emerging e-commerce markets. Using a sample of 446 small business-to-consumer e-retailers from 20 European countries, we find that the deployment of digital marketing tactics has a positive effect on international business performance. Of the strategic orientations examined, foreign market orientation is most associated with the use of digital marketing tactics. Remarkably, growth orientation only has a positive effect on e-retailers from developed e-commerce markets, while customer orientation negatively affects e-retailers from emerging e-commerce markets. The differences between e-retailers from developed and emerging e-commerce markets are prominent and show that markets should not be considered as either uniform or generalisable.
- Subjects
CROSS-border e-commerce; INTERNET marketing; EMERGING markets; MARKET orientation; ORGANIZATIONAL performance; INTERNATIONAL business enterprises; ELECTRONIC commerce management
- Publication
International Small Business Journal: Researching Entrepreneurship, 2021, Vol 39, Issue 4, p350
- ISSN
0266-2426
- Publication type
Article
- DOI
10.1177/0266242620962658