Modes of control in international digital commerce: evidence from Amazon.com

IF 8.6 1区管理学 Q1 BUSINESS

Journal of International Business Studies Pub Date : 2024-09-05 DOI:10.1057/s41267-024-00731-5

Jiatao Li, Ziyi Chen, Ohchan Kwon, Jue Wang

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Abstract

Online marketplaces such as Amazon.com represent a new channel through which multinational enterprises (MNEs) can sell their products in foreign markets, either as third-party sellers or as suppliers to the platform owner. An MNE can have better control of the marketing mix when selling directly on Amazon.com as a third-party seller, but this task entails two challenges. First is the liability of foreignness, and second is the disadvantage of competing with other products that are directly sold by the platform owner. The platform owner sets the rules of the platform and has data and algorithmic advantages, putting competitive pressure on MNEs with tighter control. Data obtained from Amazon are analyzed and reveal that maintaining control as a third-party seller predicts lower sales than being a supplier to the platform owner. However, the penalty associated with retaining control is smaller for MNEs with more host-country experience and country-of-origin advantage. These findings provide new insights into how MNEs leverage platforms such as Amazon.com to expand their global reach.

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国际数字商务中的控制模式：来自亚马逊网站的证据

亚马逊（Amazon.com）等在线市场是跨国企业（MNE）在国外市场销售产品的新渠道，跨国企业既可以作为第三方卖家，也可以作为平台所有者的供应商。跨国企业以第三方卖家的身份在亚马逊网站上直接销售时，可以更好地控制营销组合，但这项任务有两个挑战。首先是外资企业的责任，其次是与平台所有者直接销售的其他产品竞争的劣势。平台所有者制定平台规则，拥有数据和算法优势，这给控制更严格的多国企业带来了竞争压力。通过分析从亚马逊获得的数据，我们发现，作为第三方卖家，与作为平台所有者的供应商相比，保持控制会降低销售额。然而，对于拥有更多东道国经验和原产国优势的多国企业来说，与保持控制权相关的惩罚较小。这些发现为跨国企业如何利用亚马逊等平台扩大其全球影响力提供了新的视角。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of International Business Studies Multiple-

CiteScore

16.20

自引率

10.30%

发文量

期刊介绍： The Selection Committee for the JIBS Decade Award is pleased to announce that the 2023 award will be presented to Anthony Goerzen, Christian Geisler Asmussen, and Bo Bernhard Nielsen for their article titled "Global cities and multinational enterprise location strategy," published in JIBS in 2013 (volume 44, issue 5, pages 427-450). The prestigious JIBS Decade Award, sponsored by Palgrave Macmillan, recognizes the most influential paper published in the Journal of International Business Studies from a decade earlier. The award will be presented at the annual AIB conference. To be eligible for the JIBS Decade Award, an article must be one of the top five most cited papers published in JIBS for the respective year. The Selection Committee for this year included Kaz Asakawa, Jeremy Clegg, Catherine Welch, and Rosalie L. Tung, serving as the Committee Chair and JIBS Editor-in-Chief, all from distinguished universities around the world.

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