The indirect effect of online marketing capabilities on the international performance of e-commerce SMEs
研究了99家瑞典电子商务中小企业的在线营销能力如何通过营销双元性间接影响国际绩效，发现仅有在线营销能力不够，还需结合市场驱动与市场引导策略。
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.