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Entrepreneurial bricolage and online store performance in emerging economies

Author

Listed:
  • Xiaoyu Yu

    (Shanghai University)

  • Yajie Li

    (Shanghai University)

  • Daniel Q. Chen

    (Texas Christian University)

  • Xiaotong Meng

    (Shanghai University)

  • Xiangming Tao

    (University of London)

Abstract

Third-party e-commerce platforms (such as eBay and Taobao) provide great opportunities for small or minor sized enterprises (SMEs) to overcome technological challenges to enter e-commerce markets. However, SMEs still encounter other market entry barriers such as resource constraints and institutional challenges. We apply entrepreneurial bricolage theory to the context of online businesses operating on third-party e-commerce platforms in order to shed light on how SMEs could possibly cope with these challenges. We present a novel framework to explore the relationships between different types of entrepreneurial bricolage and online store performance. The research hypotheses were evaluated by survey data collected from a sample of small online stores operating on the largest third-party e-commerce platform in China, Alibaba’s Taobao.com (NYSE: BABA). Results show that input bricolage has a positive effect on efficiency performance and market bricolage has a positive effect on sales performance, and the relationships between input (and market) bricolage and store performances are significantly stronger with higher level of institutional bricolage. Contrary to our expectations, the effects of input bricolage on sales performance and market bricolage on efficiency performance are positive but not significant. The study contributes to the development of entrepreneurial bricolage theory literature by providing a fine-grained analysis of the varying effects of different types of entrepreneurial bricolage on organizational outcomes. The findings of the study also provide guidelines for SMEs to effectively make use of resources at hand through the practice of entrepreneurial bricolage.

Suggested Citation

  • Xiaoyu Yu & Yajie Li & Daniel Q. Chen & Xiaotong Meng & Xiangming Tao, 2019. "Entrepreneurial bricolage and online store performance in emerging economies," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(2), pages 167-185, June.
    • Handle: RePEc:spr:elmark:v:29:y:2019:i:2:d:10.1007_s12525-018-0302-9
    DOI: 10.1007/s12525-018-0302-9
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    Cited by:

    1. Tobias Kollmann & Simon Hensellek & Philipp Benedikt Jung & Katharina de Cruppe, 2023. "How bricoleurs go international: a European cross-country study considering the moderating role of governmental entrepreneurship support programs," The Journal of Technology Transfer, Springer, vol. 48(3), pages 1126-1159, June.
    2. Xiongfei Cao & Sohail Chaudhry & Li Xu, 2019. "Electronic markets in emerging markets," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(2), pages 151-152, June.
    3. Nabila Abid & Michael Dowling & Federica Ceci & Junaid Aftab, 2023. "Does resource bricolage foster SMEs' competitive advantage and financial performance? A resource‐based perspective," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5833-5853, December.
    4. abid, Nabila & Ceci, Federica & Razzaq, Asif, 2023. "Inclusivity of information and communication technology in ecological governance for sustainable resources management in G10 countries," Resources Policy, Elsevier, vol. 81(C).

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    More about this item

    Keywords

    Entrepreneurial bricolage; Online store; Performance; E-commerce; Emerging economy;
    All these keywords.

    JEL classification:

    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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