@article{2022:swoboda:ecommerce,
title = {E-Commerce Firms' Geographic Scope: Roles of Intangible Resources and Country-Specific Moderators},
year = {2022},
note = {In an increasingly digitalized economy, e-commerce firms are known to
internationalize with a greater scope than offline firms. However, it
is important to analyze how their geographic scope depends on
intangible resources acquired over time and whether their exploitation
is affected by country-specific boundaries. The authors propose a
theory-based framework to analyze the relationship between e-commerce
firms’ intangible resources and geographic scope. Importantly, they
apply multilevel modeling with cross-level interactions to provide
insights into the role of country-specific moderators, i.e., rule of
law, degree of country development, and logistics performance. The
authors use data on 263 leading e-commerce firms in Europe and 2,632
market entries over 24 years. The results show that some e-commerce
firms have a wider geographic scope than others due to specific
intangible resources. However, these relationships change depending on
the moderators, which explain country-specific variances differently.
The findings have direct implications for managers interested in
understanding how resources affect online geographic scope.},
journal = {Marketing ZFP},
pages = {3--22},
author = {Swoboda, Bernhard and Müller, Marius},
volume = {44},
number = {1}
}