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.
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.
from the article: Web-shop entrepreneurs generally overlook success factors during the expansion process of applying cross-border trade, resulting in failure or even high financial losses. The solution to this issue may be a decision supporting model, that supports SME web-shop entrepreneurs in their cross border decision-making. Thuiswinkel.org, the industry organisation for web-shops in The Netherlands, actively supports the cross-border information requirements of these entrepreneurs by supporting knowledge on the marketing factors that influence the cross-border decision. This research focusses on identifying a decision supporting model answering the question: How does the supply chain as factor relate to other decisive factors used by web-shop entrepreneurs in their cross-border trade-expansion decision? The model has been developed through three research steps: semi-unstructured interviews to find the first indication for decision factors, literature research to develop contours of a decision supporting model, and an online survey to test the initial model found. To determine a weight to the factors, the KANO-model is used from a customer satisfaction viewpoint. The conceptual model shows that ‘supply chain partner(s)’, is a necessary basic factor to consider during the cross-border trade-expansion decision. However, customer satisfaction as operational logistics service determines the success of the cross-border trade-expansion.
Historical sites, specifically former military fortifications, are often repurposed for tourism and recreation. While some of over 100 Dutch forts are recognized as UNESCO World Heritage sites, a substantial number are currently underdeveloped, putting their heritage value and biodiversity at risk. This demands action, as forts are well-positioned to relieve overtourism in other locations, responding to the Netherlands Board of Tourism and Convention's call to spread visitors to lesser-known areas. Furthermore, developing lesser-known fort sites could provide tourism and recreation opportunities near populated areas, thus contributing to the well-being not only of visitors but also the environment. Development initiatives depend on a transition from isolation to cooperation across sites. However, for cooperation to be effective, enterprises and agencies managing these forts still lack data regarding visitor expectations and experiences. We will employ a multidisciplinary approach to capturing visitor demographics, motivations, and experiences, through conducting quantitative questionnaires, lab-driven physiological experience measurement, and location tracking. This proposal builds on the previous project, “Experiencing Nature”, funded by Centre of Expertise in Leisure, Tourism, and Hospitality, which utilized Breda Experience Lab technologies to explore visitor experiences at Fort de Roovere. In sum, the purpose of the present project is to measure and analyze visitor demographics, motivations, and experiences at less-developed forts, and to develop a toolkit to inspire, support, and monitor development of these forts for heritage preservation, visitor experience, and biodiversity. The project will be conducted in collaboration with Flemish partners, thereby forming the consortium comprised of the Alliantie ZuiderWaterlinie (NL), Regionale Landschappen (VL), and Agentschap Natuur en Bos (VL), with support from municipalities in both countries. The project will promote regional synergies and facilitate long-lasting cross-border collaboration, especially toward coming Interreg EU proposals, whilst informing the design of interregional marketing campaigns and supporting planning for visitor flows and biodiversity conservation efforts. Collaborative partnersNHL Stenden, Alliantie Zuidwaterlinie, RLRL, Agentschap Natuur en Bos.
What new strategies, knowledge, skills and business models will businesses need; and what new policies and initiatives need to be developed to make the region ready for a successful future. Hanze will focus on innovation in energy transition and specially in small and medium businesses and their needs for the future.[Project in development]The project aims to maintain a competitive regional economy and to strengthen innovation support capacity by ensuring access to a strong and adaptable workforce with the necessary skills to support future growth. This will be done by increasing regional knowledge on future skills needs amongst SMEs and bridging existing skills gaps. Innovation support mechanisms and educational practices will be tested allowing for adjustments and the development of a robust future-proofed flexible system. The project will give authorities new tools within skills development, which are specially connected to the region's smart specialisation strategy. This will contribute to an increased innovation capacity in North Sea Region by aligning these two strategic elements in a regional perspective.Hanze will focus on strengthening new developments in energy transition by exploring growth potential of cross-border and cross-sectoral aspects. Expertise in value chain and systems innovations including cluster systems development and digital/other technologies will be leveraged to support exploration of growth potential and needs of the energy industry. HZ will co-create and evaluate new strategies, knowledge, skills and business models with clusters and businesses in energy transition sector.
The project aims to maintain a competitive regional economy and to strengthen innovation support capacity by ensuring access to a strong and adaptable workforce with the necessary skills to support future growth. This will be done by increasing regional knowledge on future skills needs amongst SMEs and bridging existing skills gaps. Innovation support mechanisms and educational practices will be tested allowing for adjustments and the development of a robust future-proofed flexible system. The project will give authorities new tools within skills development, which are specially connected to the region's smart specialisation strategy. This will contribute to an increased innovation capacity in North Sea Region by aligning these two strategic elements in a regional perspective.Hanze will focus on strengthening new developments in energy transition by exploring growth potential of cross-border and cross-sectoral aspects. Expertise in value chain and systems innovations including cluster systems development and digital/other technologies will be leveraged to support exploration of growth potential and needs of the energy industry. HZ will co-create and evaluate new strategies, knowledge, skills and business models with clusters and businesses in energy transition sector.
