Cross-border e-commerce as a foreign market entry mode among SMEs: the relationship between export capabilities and performance

Purpose Although cross-border e-commerce has become increasingly popular among small and medium-sized enterprises as a foreign market entry mode, research on the determinants of its success is scarce. Drawing resource-based view, this study aims to examine relationship between firm’s information technology, international marketing export operations capabilities strategic financial performance. Design/methodology/approach Partial least squares structural equation modeling was used analyze data from sample Italian exporters in food beverage industry. Findings The results highlight mixed effects both Moreover, use third-party platforms reduces effect exporters’ technology their Research limitations/implications majority had implemented only recently; hence, longitudinal factors are not available. Practical implications While may work an accelerator overall performance, managers urged approach it strategically with clear medium-term view develop required capabilities. Originality/value This one first drivers unlike most previous analyzes, focused mode rather than supplement offline exporting activities.