“It’s a new game out there”: e-commerce in internationalising retail SMEs
“It’s a new game out there”: e-commerce in internationalising retail SMEs
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“这是一场新游戏”：国际化零售中小企业中的电子商务
DOI：
10.1108/imr-03-2018-0107
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发表时间：
2019
影响因子：
5
通讯作者：
Nurgül Özbek
中科院分区：
文献类型：
--
作者：
S. Hånell;Emilia Rovira Nordman;Daniel Tolstoy;Nurgül Özbek
目的
本文的目的是探索市场因素(与制度、竞争和资源有关)如何塑造在线零售商的国际战略。
设计/方法/方法
采用单一定性案例研究设计，对瑞典零售业国际化的中小企业(SME)进行了深入分析。
发现
调查结果表明，在线零售商可以利用合作伙伴关系来应对行业动态，打入海外市场。这种“背负式国际化”可能是在进入阶段处理外国市场动态的一种有效策略：也就是说，在短期内。然而，对关系的依赖可能会矛盾地抑制零售商在进入后阶段(即长期)保持竞争力的能力，因为他们与第一手市场学习隔绝了。
研究限制/影响
作者根据这些发现提出了一些命题，以支持国际营销和国际零售文献中的进一步研究。
实际含义
这些发现加强了对电子商务如何影响中小企业国际化的理解。它们还为零售中小企业经理使用可能的国际扩张战略提供了新的见解。
原创性/价值
这项研究引入了一个新的理论视角来建立在国际零售研究的基础上，并对国际零售文献做出了贡献，并对利用合作伙伴关系克服与国际在线零售相关的挑战的优势和劣势进行了相关的洞察。
Purpose
The purpose of this paper is to explore how market factors (pertaining to institutions, competition and resources) shape the international strategies of an online retailer.
Design/methodology/approach
A single qualitative case study research design is employed to conduct in-depth analyses of a Swedish internationalising small- and medium-sized enterprise (SME) in the retail business.
Findings
The findings show that online retailers can use partnerships to tackle industry dynamics and break into foreign markets. This type of “piggy-back internationalisation” can be an effective strategy of handling foreign market dynamics in the entry phase: that is to say, the short term. Reliance upon relationships, however, may paradoxically inhibit retailers’ abilities to stay competitive in the post-entry phase (i.e. the long term) since they become cut-off from the first-hand market learning.
Research limitations/implications
The authors provide propositions based upon the findings to support further research in the international marketing and international retailing literature.
Practical implications
The findings enhance the understanding of how electronic commerce affects SME internationalisation. They also generate new insights into the use of possible international expansion strategies for managers in retail SMEs.
Originality/value
This study introduces a new theoretical perspective to build upon international retail research and contributes to the international retail literature with relevant insights into both advantages and disadvantages of using partnerships to overcome challenges related to international online retailing.