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.