In this article, the impact of strategic orientations on the use of digital marketing tactics and, subsequently, on the international business performance of small electronic retailers (e-retailers) in cross-border electronic commerce (e-commerce) is analysed. Furthermore, these relationships are compared between e-retailers originating in both developed and emerging e-commerce markets. Using a sample of 446 small business-to-consumer e-retailers from 20 European countries, we find that the deployment of digital marketing tactics has a positive effect on international business performance. Of the strategic orientations examined, foreign market orientation is most associated with the use of digital marketing tactics. Remarkably, growth orientation only has a positive effect on e-retailers from developed e-commerce markets, while customer orientation negatively affects e-retailers from emerging e-commerce markets. The differences between e-retailers from developed and emerging e-commerce markets are prominent and show that markets should not be considered as either uniform or generalisable.
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African citizens are increasingly being surveilled, profiled, and targeted online in ways that violate their rights. African governments frequently use pandemic or terrorism-related security risks to grant themselves additional surveillance rights and significantly increase their collection of monitoring apparatus and technologies while spending billions of dollars to conduct surveillance (Roberts et al. 2023). Surveillance is a prominent strategy African governments use to limit civic space (Roberts and Mohamed Ali 2021). Digital technologies are not the root of surveillance in Africa because surveillance practices predate the digital age (Munoriyarwa and Mare 2023). Surveillance practices were first used by colonial governments, continued by post-colonial governments, and are currently being digitalized and accelerated by African countries. Throughout history, surveillance has been passed down from colonizers to liberators, and some African leaders have now automated it (Roberts et al. 2023). Many studies have been conducted on illegal state surveillance in the United States, China, and Europe (Feldstein 2019; Feldstein 2021). Less is known about the supply of surveillance technologies to Africa. With a population of almost 1.5 billion people, Africa is a continent where many citizens face surveillance with malicious intent. As mentioned in previous chapters, documenting the dimensions and drivers of digital surveillance in Africa is
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This study explores the relationship between second-hand fashion retailers’ marketing tactics and the purchasing drivers of Generation Z (GenZ) consumers, defined as individuals born between the mid-1990s and early 2010s, in the Netherlands. This study aims to identify areas of alignment and misalignment between retailer marketing tactics and GenZ motivations. The study identifies five key gaps between retailers’ perspectives and those of GenZ consumers: (1) a misalignment of focus on rational and emotional drivers, (2) a convenience – expectations gap for offline retailers, (3) a trust gap for inexperienced consumers, (4) a digital disconnect for thrift stores and (5) a market segmentation perception gap. By offering a nuanced understanding of retailers’ marketing tactics and GenZ’s drivers to purchase second-hand fashion, this study offers a unique perspective while applying the SHIFT framework to the second-hand fashion context. The findings provide actionable insights for retailers aiming to better align.
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