Article
Version 1
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Developing A Contingency Model of Export Marketing Strategy on E-commerce for MSMEs
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Version 1
: Received: 1 October 2021 / Approved: 5 October 2021 / Online: 5 October 2021 (08:13:39 CEST)
Version 2 : Received: 2 January 2022 / Approved: 4 January 2022 / Online: 4 January 2022 (20:26:24 CET)
Version 2 : Received: 2 January 2022 / Approved: 4 January 2022 / Online: 4 January 2022 (20:26:24 CET)
How to cite: Kim, K.; Lim, G. G. Developing A Contingency Model of Export Marketing Strategy on E-commerce for MSMEs. Preprints 2021, 2021100068 Kim, K.; Lim, G. G. Developing A Contingency Model of Export Marketing Strategy on E-commerce for MSMEs. Preprints 2021, 2021100068
Abstract
For better export performance in cross border e-commerce, a contingency model integrates e-commerce into traditional export marketing strategy (EMS) with internal and external determinants of EMS. However, EMS of Micro, small, and medium-sized enterprises (MSMEs) is understudied. This study validates and modifies existing model for MSMEs. As a qualitative study, multiple sources of data including interviews, internal documents, and group discussions were used regarding business cases of entrepreneurs and supporting organizations in Mongolia and Korea. This research suggets contingency model for MSMEs with modified factors and different strategies in each factor. Specifically, intermal determinants are managerial capability, product competitiveness, and strategic marketing orientation. External determinants are export market competitivceness, export market infrastructure and entry barriers. EMS for MSMEs consists of the same factors with the original model but come up with different strategies. Theoretical and managerial implications were discussed.
Keywords
E-commerce; Cross Border e-commerce; Export Marketing Strategy (EMS); E-commerce drivers; Contingency model; Micro, Small and Meduim Sized Enterprise (MSME)
Subject
Business, Economics and Management, Business and Management
Copyright: This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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