Cross-border e-commerce is flourishing worldwide and is particularly intriguing because it allows sellers and buyers to regularly cross national borders to distant and distinct countries via the Internet. Marketers need to understand the challenges retailers and consumers may face to develop effective marketing strategies, attract foreign consumers to retailers’ websites, and convert their visits into actual purchases. This dissertation contributes to the growing literature on cross-border e-commerce by examining how e-retailers can shape their marketing strategy to reach foreign consumers who may make a purchase and what drives consumers’ perceptions and preferences before making thatpurchase. To this end, study 1 examines how and to what extent small e-retailers can shape their marketing strategies to increase their use of digital marketing tactics and thereby improve their performance in foreign markets by comparing e-retailers originating from developed and emerging e-commerce markets. Study 2 focuses on how store values and country stereotype perceptions leadto higher trust between consumers and retailers in foreign e-stores, and how this differs for European consumers shopping at U.S. and Chinese e-stores. The thirdstudy addresses why consumers buy from foreign e-stores when they can buy domestically. It examines three different categories of determinants across generational cohorts: e-store characteristics, domain-specific values, and human values. Overall, this dissertation demonstrates the drivers of small retailers’ business performance and consumers’ purchase intentions in cross-bordere-commerce while showing that neither e-retailers nor consumers should be considered uniform or generalizable.
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Aims: identify and explain purchasing-oriented patterns in Small and Medium Sized Enterprises (SMEs) via case study research.Scope: Using a conceptual framework and empirical research this article proposes a series of purchasing-oriented patterns in SMEs. These patterns align activities to achieve the SMEs proposed value proposition towards customers and activities to purchase resources needed for realizing the value proposition.Structure: This paper introduces the research topic. It discusses a conceptual framework and theory. It then continues with the methodology to collect and analyse case study data and describes empirical finding. It discusses these findings related to the framework and literature and ends with summarizing first conclusions.Conclusion: The SMEs in the dataset use four types of purchasing-oriented patterns related to their customer value propositions These SMEs can strive for low transaction costs can but invest in extrinsic product attributes to realize their value proposition. Both the transaction cost theory and the resource based view help to explain the purchasing-oriented patterns. Further research is needed to strengthen and validate findings.
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Policy makers are looking for effective ways to promote the adoption of electric vehicles (EVs). Among the options is the roll-out and management of charging infrastructure to meet the EV drivers’ refuelling needs. However, policies in this area do not only have a long-term effect on the adoption of EVs among prospective owners, they also have short-term impacts on the usage of public charging infrastructure among current EV owners and vice-versa. Presently, studies focusing on both effects simultaneously are lacking, missing out on possible cross-pollination between these areas. This study uniquely combines stated and revealed preference data to estimate the effect of particular policy measures aimed at EV adoption, on the one hand, and charging behaviour, on the other. Using a large dataset (1.7 million charging sessions) related to charging behaviour using public charging infrastructure in the Netherlands we quantify the effects of (i) daytime-parking (to manage parking pressure) and (ii) free parking (to promote purchase of EVs) policies on charging behaviour. To estimate the effects of these particular policies on EV purchase intentions, a stated choice experiment was conducted among potential EV-buyers. Results show that cross-pollinations between EV charging and adaptation policies exist and should be taken into account when designing policies for EV adoption.
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