Drivers of International E-Tail Performance: The Complexities of Orientations and Resources
1Assistant Professor of Marketing and International Business, Department of Management and Marketing, E. Philip Saunders College of Business, Rochester Institute of Technology.
dcolton@saunders.rit.eduDeborah A. Colton is Assistant Professor of Marketing and International Business in the E. Philip Saunders College of Business at the Rochester Institute of Technology. Her research interests combine Internet marketing and global marketing with an emphasis on cross-national studies of e-commerce, branding, and corporate blogging. Her research has been published in Journal of International Marketing and Journal of World Business. She teaches Internet Marketing, Global Marketing, and Marketing Concepts at both the graduate and the undergraduate levels. In addition, she teaches the online program at Rochester Institute of Technology. She received her doctoral degree in International Business with a concentration in Marketing from the University of South Carolina in 2004.
2Professor, Sonoco International Business Department, Moore School of Business, University of South Carolina.
mroth@moore.sc.eduMartin S. Roth is a Professor in the Sonoco International Business Department, Moore School of Business, University of South Carolina. His areas of expertise include global corporate and marketing strategy. His research has been published in leading journals, including Journal of Marketing Research, Journal of International Business Studies, Journal of Consumer Research, Journal of International Marketing, and many others. He currently serves on the editorial review boards of Journal of International Business Studies, Journal of Advertising, Journal of World Business, and Journal of Public Policy & Marketing. He has received undergraduate and graduate teaching awards at University of South Carolina. Before joining the Moore School, he held faculty positions in the Carroll School of Management at Boston College and has also taught at the Katz Graduate School of Business (University of Pittsburgh), the Arthur D. Little School of Management (Boston), and at universities in Austria, France, Hong Kong, and Thailand.
3Bank of America Chaired Professor of Marketing, Moore School of Business, University of South Carolina.
bbearden@moore.sc.eduWilliam O. Bearden is Bank of America Chaired Professor of Marketing at the University of South Carolina. His areas of expertise include consumer behavior, marketing research, pricing, and the evaluation of promotions. He has published more than 25 articles in Journal of Marketing Research, Journal of Marketing, and Journal of Consumer Research. He has received university-wide teaching awards, including the Amoco Teaching Award, the Mungo Award for Teaching Excellence, and the Trustee Professorship Award, and has twice received the Moore School of Business Teacher of the Year Award. He serves as the University SEC Faculty Athletic Representative. He is on the editorial review boards of Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and Journal of Consumer Psychology and was Associate Editor for Journal of Consumer Research from 1999 to 2002. He was honored with the first-ever Distinguished Service Award from Journal of Consumer Research in 2006. Finally, he coauthored Marketing Principles and Perspectives and the Handbook of Marketing Scales.
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.
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Online publication date: 1-Mar-2011.
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