While leveraging ciritical resources becomes increasingly important in the emerging online marketplace, research addressing the link between resources and online performance is scarce. Despite recognizing the Web as a "borderless economy" few studies have explored the international nature and associated resources of e-commerce. This study builds on the resource-based view of the firm to assess the effects of resources (brand strength, foreign market know-how, market orientation, and affiliate network) on online retailer venture success in terms of online traffic, a performance measure specific to firms' e-commerce activities. The international nature of the firm is modeled as a moderating factor affecting the relationship between foreign market know-how and online traffic. The findings of a cross-national survey of e-commerce firms show that online brand strength, foreign market know-how and affiliate network size are predictors of online traffic. Additionally, foreign market know-how is related to online traffic for foreign but not U.S.-based firms.
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Colton, Deborah and Luecke, Gundula, "Resource effects on online traffic of U.S. and foreign online retailers" (2005). Accessed from
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