Examining the complementary roles of market-driven and market-driving orientations in the geographical diversification strategies of e-commerce SMEs

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2025-04-09 DOI:10.1016/j.jbusres.2025.115375

Uyen Vu , Daniel Tolstoy

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引用次数: 0

Abstract

This study examines how e-commerce SMEs can succeed with geographical diversification strategies. We argue that market orientation is crucial in this process. By combining the PLS-SEM with a necessary condition analysis, we explore the independent roles that market-driven and market-driving orientations play in deriving benefits from geographical diversity. We find that only market-driving e-commerce companies can leverage geographical diversification strategies for improved international performance. We also find that a market-driven orientation is a necessary condition for the effective deployment of market-driving behaviors across multiple markets. This study shows that explorations of the complementary relationship between the two market-oriented capabilities in the pursuit of geographical diversification strategies can provide a detailed theoretical account of how international e-commerce can be advanced. In practice, e-commerce SMEs need to be mindful of market conditions as they combine firm-specific assets with digital resources in attempts to achieve desired outcomes.

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.