What is it about?

Although cross-border e-commerce has become increasingly popular among small and medium-sized enterprises as a foreign market entry mode, research on the determinants of its success is scarce. Drawing on the resource-based view, this study examines the relationship between a firm’s information technology, international marketing, and export operations capabilities and its cross-border e-commerce strategic and financial performance.

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Why is it important?

This study was one of the first to examine the drivers of small and medium-sized exporters’ cross-border e-commerce performance. Moreover, unlike most previous analyses, it focused on e-commerce as a foreign market entry mode rather than a supplement to offline exporting activities.

Perspectives

Cross-border e-commerce and digital export have opened up new opportunities for the internationalization of small and medium-sized firms. Third-party e-commerce platforms are strongly accelerating this trend. But many firms are embracing cross-border e-commerce without the needed planning. A proactive strategy is needed to: -avoid the “virtuality trap” and approach this channel with a clear medium-term view -develop the required capabilities -integrate cross-border e-commerce with the other offline entry modes (distributors, importers,…) -identify the role of cross-border e-commerce within the comprehensive export/internationalization strategy of the firm

Dr Fabio Cassia
Universita degli Studi di Verona

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This page is a summary of: Cross-border e-commerce as a foreign market entry mode among SMEs: the relationship between export capabilities and performance, Review of International Business and Strategy, June 2021, Emerald,
DOI: 10.1108/ribs-02-2021-0027.
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