Working Paper Article Version 1 This version is not peer-reviewed

Developing A Contingency Model of Export Marketing Strategy on E-commerce for MSMEs

Version 1 : Received: 1 October 2021 / Approved: 5 October 2021 / Online: 5 October 2021 (08:13:39 CEST)

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)

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