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.
Date of creation, presentation, or exhibit
Department, Program, or Center
Colton, Deborah and Luecke, Gundula, "Resource effects on online traffic of U.S. and foreign online retailers" (2005). Accessed from
RIT – Main Campus
"Globalization, Technology Transformation, and Entrepreneurship," Proceedings of the 2005 Academy of International Business Northeast Conference. Edited by Dr. Raj G. Javalgi. Held at Nance College of Business Administration, Cleveland State University: Cleveland, Ohio: 6-8 October 2005. Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works in February 2014.