Details

Autor(en) / Beteiligte

• Goldman, Sjoukje PK
• van Herk, Hester
• Verhagen, Tibert
• Weltevreden, Jesse WJ

Titel

Strategic orientations and digital marketing tactics in cross-border e-commerce: Comparing developed and emerging markets

Ist Teil von

• International small business journal, 2021-06, Vol.39 (4), p.350-371

Ort / Verlag

London, England: SAGE Publications

Erscheinungsjahr

2021

Quelle

PAIS Index

Beschreibungen/Notizen

• 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.