The indirect effect of online marketing capabilities on the international performance of e-commerce SMEs

International e-commerce is a strong global trend pushed by a tail wind of bolstering economic policies, changing customer behaviors, and improved logistics and technologies. This study investigates the reasons for performance variations among international e-commerce SMEs. Building on the capabilities perspective and market orientation literature, a research model is developed and tested with linear regression and mediation analysis on an effective sample of 99 Swedish SMEs which use e-commerce as an international sales channel. Our study shows that online marketing capabilities are necessary but not sufficient to increase performance among these companies. Our results show that marketing ambidexterity, reflected by both market-driven and market-driving approaches, is instrumental to leverage the effect of online marketing capabilities.     

电子商务对营销渠道管理的影响

通过对近些年来学术界关于电子商务对营销渠道影响相关文献的总结,本文评述了电子商务在营销渠道设计、营销渠道成员选择和管理、营销渠道评价等方面的影响:在营销渠道设计方面,学者们的研究集中在电子商务作为一种新的营销渠道的特性,与这一个新的渠道和旧渠道之间的关系等方向;在营销渠道成员选择和管理方面,相关研究主要集中在渠道冲突管理上;营销渠道评价方面的研究主要是为新的渠道设计新的绩效评价体系。因此,未来的相关研究应该集中在电子营销渠道和传统营销渠道的协同和替代作用,不同国家、不同经济水平和文化氛围对于渠道间关系的影响,以及多种渠道下企业营销策略研究等方面。     

Entrepreneurial orientation,export channel selection,and export performance of SMEs

Although research indicates that the export channel a firm uses can significantly impact export performance, it is unclear how firms should select this channel. Models of export channel choice tend to concentrate on transaction cost efficiencies, ignoring value adding orientations that entrepreneurial firms may possess. In this paper we develop and test the theoretical notion that in addition to transaction costs, differences in entrepreneurial orientation (EO) influence export channel choice and as a consequence export performance. Using data from a sample of Dutch and Italian SMEs we find that adding EO (moderated by institutional distance) significantly improves our model of export channel choice. Further we find that firms selecting export channels that align not only with transaction cost factors but also firm level EO, moderated by institutional distance, have higher export market performance. Thus, our study adds to and extends the export channel choice literature and provides interesting new insights into how EO helps firms create more successful export operations.     

Channel integration and profit sharing in the dynamics of multi-channel firms

With the rapid development of e-commerce, many brick and mortar firms are increasingly creating e-commerce channels that operate quite independently from existing physical channels, which lead to intensive channel conflicts. Channel integration with profit sharing can effectively eliminate channel conflicts and improve channel coordination for these multi-channel firms. In this study, we focus on the strategic role played by channel integration with profit sharing in the online-traditional channel competition. We use a game theoretic approach to investigate this issue. We compare non-integrated channel profits with integrated channel profits to show that both the online and traditional channels always benefit from a channel integration strategy by capturing some portion of the incremental profit gains generated by an integrated channel. We utilize a profit bargaining model to implement profit sharing for the online and traditional channels to achieve their channel integration. Based on our results, optimal marketing strategies are derived.     

Electronic Commerce and the Future for SMEs in a Global Market-Place: Networking and Public Policies

This paper explores three inter-related issues: globalisation; the role of small and medium sized enterprises (SMEs); and electronic commerce (e-commerce). A central question is whether e-commerce offers advantages to SMEs that may facilitate their access to global markets and help them overcome the disadvantages they face vis-à-vis large transnational corporations (TNCs)? The paper starts by briefly considering the extent of globalisation and its relationship to free trade. We then go on to consider recent developments in e-commerce, focusing on the key issue of e-payment systems. Differences in the requirements of large and smaller firms are identified, and we identify a number of key issues concerning access of smaller firms to e-payment systems and the (virtual) market place, and outline their implications for regulatory policy. Our analysis highlights the importance of network externalities, and institutional factors affecting trust and the relationships amongst different economic actors. This leads to a consideration of networking and public policies more broadly. One of the central conclusions of our analysis is that there are important synergies between e-commerce (virtual) networks and (real) production networks. This suggests that policy makers and smaller firms should think in terms of extending existing, and catalysing new, real production networks to incorporate e-payment systems for networks of firms in order to facilitate their access to virtual markets.

     

Marketing channel evolution: From contactual efficiency to brand value co-creation and appropriation within the platform enterprise

Abstract

In recent years, major technological advances have been a primary force driving channel evolution. In particular, the Internet of things has provided a means for some firms to experience the rise of one of the most innovative and cutting-edge channels—the platform enterprise (i.e., firms such as Amazon, Etsy, and Airbnb). We examine the platform enterprise through a marketing channel evolution lens. In doing so, we point to key factors that enable particular kinds of firms to forge unique marketing channels. As platform enterprises, these channels offer value that transcends contactual efficiency, because they utilize their resources and capabilities not only to connect buyers and sellers efficiently but also to create a community of stakeholders whose collective efforts are focused on two linked priorities—brand value co-creation and brand value appropriation.     

The Changing Competitiveness of Taiwan's Manufacturing SMEs

Taiwan's manufacturing SMEs have played an important role in promoting trade, creating jobs, and developing certain industries. Yet, they might not have performed uniformly over time, nor always looked alike. This paper explores the changing position and the source of changes of Taiwan's SMEs during the last three decades. We have found, first, that the industrial development in the 1960s was attributable more to larger firms than SMEs. It was in the 1970s and after that SMEs gained competitiveness consistently. Second, among SMEs, the smallest firms employing fewer than 10 persons became progressively less important in Taiwan's manufacturing sector until the last sub-period between 1986 and 1991. Medium-sized firms, employing 10 to 99 persons, performed very well over time. As the survival principle suggests, keen competition assures efficiency among SMEs. Then, a quick response to market signals is also vital for survival. An industrial policy not against SMEs may be the best that SMEs can expect. A stable macroeconomic environment combined with an open market having low entry barriers and low transaction costs provides the best opportunity for SMEs to grow. The Changing Competitiveness of Taiwan's Manufacturing SMEs to grow.     

The Internet and Internationalization of Smaller Manufacturing Enterprises

Abstract

One of the most frequently discussed topics in the current international business literature is the impact of the Internet on the internationalization of smaller manufacturing enterprises (SMEs). The study was carried out through a mail survey of the top executives of 125 Wisconsin firms. It examined 10 research hypotheses on internal and external factors which had been identified by previous research to influence the internationalization of SMEs through the Internet. Research findings conclude that the scope of internationalization of SMEs through the Internet is affected by internal factors, such as managements' perceptions of the effectiveness of their web sites as a marketing tool, lack of experience, and SMEs' potential usage of the Internet.     

Predicting electronic commerce adoption in Chilean SMEs

The Theory of Planned Behavior is used to predict a variety of behaviors, but its use in dealing with predicting e-commerce intentions in small-to-medium-sized enterprises (SMEs) and in developing countries is limited. We use the TPB to model intentions to adopt e-commerce among 212 managers/owners of SMEs in Chile. Hierarchical regression results show that the subjective norm and attitude constructs positively and significantly predict intentions, but the perceived behavioral control construct does not. Results can be used by developing countries, especially those in Latin America, to encourage the adoption of e-commerce among SMEs.     

Small and Medium-Sized Enterprises and IT Diffusion Policies in Europe

The main argument to justify an information technology (IT) diffusion policy for small and medium-sized enterprises (SMEs) is that IT could act as a catalyzer to the SMEs' growth, which is important because of the role played by these firms in innovation and regional development. However, due to the heterogeneity of SMEs, present IT diffusion policies in Europe are reaching only a limited number of these firms. The aim of this paper is to discuss the obstacles to the implementation of an IT diffusion policy for SMEs. The main arguments that justify a policy for IT diffusion in SMEs, and the main initiatives taken for IT diffusion in these firms in European countries are summarized. The shortcomings of present policies will be discussed, together with possibilities to increase IT diffusion in SMEs.     

Channel Management Through Selective Announcement of Reward and Punishment Decisions

Purpose: Although channel influence strategies such as reward and punishment are useful for firms to manage certain channel partners, the social effect of these strategies has not been examined in the literature. In practice, firms selectively announce their reward and punishment decisions, hoping that these announcements can help encourage or prevent the channel behaviors of other channel members. The main purpose of this article is to provide a theoretical understanding of this business practice in channel management.

Methodology: The authors conducted interviews and a scenario experiment with sales managers. The experiment is a 2 (degree of institutionalization: high vs. low)?×?2 (power of distributors: powerful vs. less powerful)?×?2 (influence strategy: punishment vs. reward) design.

Findings: The authors found that firms are more likely to announce their reward decisions than punishment decisions. Also, when institutionalization of marketing channel is low, firms tend to announce all their reward decisions, but they are reluctant to announce their punishment decisions regarding powerful channel members. When institutionalization of marketing channel is high, we find that firms are more likely to announce rewards and punishments regarding less powerful channel members.

Contribution: An important contribution of this research is that we are among the first to explore the social effects of power exercise in channel management. We extend the channel power literature by arguing that selective announcements of power exercise (reward and punishment) can influence more channel members. In addition, we combine institutional theory and channel power theory to explain the underlying mechanisms. That is, the degree of institutionalization in marketing channel influences how firms make selective public announcements of their channel decisions.     

Antecedents of Service Innovation in SMEs: Comparing the Effects of External and Internal Factors

Increasing attention has been paid of late to the importance of effectively developing both exploratory and exploitative innovation in firms. Small and medium‐sized enterprises (SMEs) play a significant role in the growth of economies and in job creation, yet at the same time they can differ significantly from larger firms with respect to effective management. Recent research has examined the effects of environmental and organizational characteristics on the effective development of exploratory and exploitative innovation. SMEs differ from larger firms in many ways, such as the availability of resources, and it is unclear whether findings based on studies in larger firms will also hold true for SMEs. As such, it is important to explore and understand the extent to which SMEs differ from large firms in this important area. Specifically, this paper empirically examines the extent to which organizational factors (connectedness, centralization, formalization) and business environment (dynamism and hostility) are associated with different types of innovation orientations (exploratory and exploitative) among SMEs.     

The Establishment of Global Marketing Strategic Alliances by Small and Medium Enterprises

Within the constraints of financial resources, it remains possible for SMEs to find ways of cultivating their global marketing activities. Based on the balanced scorecard concept, we are able to develop a model, under a two-stage diagnostic process of subjective and objective conditions, to assist SMEs in making the best available choice in their global marketing activities.Following on from our examination of Taiwanese SMEs, this empirical study proposes four types of global marketing activities: the setting up of upstream and downstream joint after-sales service centers; the establishment of joint distribution warehouses; the development of products with regional characteristics; and the building of domestic and global retail distribution channels.     

Marketing and company performance: An examination of medium sized manufacturing firms in Britain

In recent years several studies have pointed to the importance of marketing to company performance and considerable emphasis has been placed, in Britain, on improving the marketing performance of small and mediumsized enterprises. Based on a mail survey of 231 medium sized manufacturing firms in the U.K., and in-depth inteviews with the Chief Marketing Executive of a sub-sample of 20 firms, the study confirms that the most successful companies are those which are marketing orientated. Nevertheless, several traditional tenets of marketing are questioned by the findings and it would seem that the traditional marketing model, as developed for large companies, is neither entirely necessary nor applicable for the smaller firm.     

营销渠道中的人际关系与跨组织合作关系:概念与模型

关于营销渠道中的跨组织管理行为和中国的关系,各自已有相当数量的学术论文发表。也有人将二者结合起来,探讨人际关系对中国企业进行渠道跨组织合作与管理的影响。然而,由于关系这一概念有丰富的内涵,大家的认识不统一,所以造成了相关的研究存在概念不清、测量工具混乱、讨论难以深入的问题。为了弥补这一缺陷,文章首先讨论了关系这一概念的基本内涵,然后将营销渠道中企业间的人际关系与跨组织合作关系相结合,提出一个理论模型,作为今后在理论上对相关问题进行进一步探讨的基础。     

The Growth of Private Regulation of Labor Standards in Global Supply Chains: Mission Impossible for Western Small- and Medium-Sized Firms?

Multinational corporations (MNCs) have come under pressure to adopt private regulatory initiatives such as supplier codes of conduct in order to address poor working conditions in global supply chain factories. While a well-known literature explores drivers and outcomes of such monitoring schemes, this literature focuses mainly on large firms and has ignored the growing integration of small- and medium-sized enterprises (SMEs) into global supply chains. Furthermore, the literature on corporate social responsibility (CSR) in SMEs primarily emphasizes domestic initiatives and not global challenges. Focusing on the Business for Social Compliance Initiative (BSCI), this article examines the positions of private actors, who demand and supply private regulation as well as the positions of those firms, who are the targets of such schemes. As the BSCI has grown its membership, MNCs increasingly request that SMEs meet BSCI requirements in global supply chains even though compliance is a “mission impossible” for many smaller firms. As a result of this development, the private regulatory system is facing growing strain.     

Organizational innovation outcomes in SMEs: Effects of age,size, and sector

Innovation studies concentrate on factors contributing to innovation. However, governments seek clearer understanding of innovation outcomes in their appraisal of the costs and benefits of policies to promote innovation in small and medium-sized enterprises (SMEs). This study examines organizational innovation (OI) outcomes in SMEs. Based on company interviews and a mail survey, the findings reveal OI results in enhanced productivity, margin, market leadership, and working environments. However, OI does not lead to operational efficiency and employees’ retention. Organizational innovation leads to companies operating outside their core competency but does not have an adverse environmental impact. Organizational innovation has greater impact on small firms. The paper includes practical and theoretical implications.     

基于渠道细分的营销资源最优化分配方案

多渠道营销是通过两种或多种不同渠道同时向客户提供信息、产品、服务和支持的行为。多营销渠道的细分与构建要考虑三个方面的因素:一是营销渠道细分及布局的合理性;二是营销渠道管理的有效性;三是营销渠道效能评估的科学性。本文主要研究的是营销渠道管理的有效性,即营销资源如何正确、合理、有效地分配至每一个渠道,最大化每个渠道的效益,使公司获得最大利润。本文拟通过建立营销资源最优化分配模型,为企业管理人员在进行多渠道营销资源分配决策时提供科学依据。     

A Measure of Distributive Justice in Distribution Channels: Scale Development and Validation

ABSTRACT

The construct of distributive justice has been conceptualized largely along the three allocation rules of equity, equality, and need. Extant empirical research in the marketing channels area, however, treats distributive justice as a unidimensional, global construct focusing almost exclusively on the allocation rule of equity. As a result, the measurement of equality and need, two distinct and significant allocation rules, has been largely overlooked in the context of people and organizations involved in interorganizational exchange. The current study tests a measure of distributive justice that takes into account each of the three allocation rules. Results indicate valid scales that accurately measure three rules of distributive justice across two independent samples of channel participants in franchise systems. This research represents an important step toward accurately, concisely, and efficiently measuring this important and socially relevant construct in an interorganizational setting.     

移动电子商务在旅游中的应用模式与营销创新

当前,移动电子商务在旅游业的应用还处于探讨阶段,还没有真正进入到旅游行业应用。本文通过对移动电子商务的内涵分析,提出了在旅游业发展移动电子商务可行的三种模式,并指出其在旅游服务中应用价值,最后,从4个方面详细阐述了移动电子商务对旅游营销活动开展具有创新性的推动作用,为旅游服务供应商利用移动电子商务开展旅游营销指明方向。