A resource-based view of e-tailer performance: an international study

Worldwide, e-tailing has grown considerably over the past few years, with growth rates exceeding those of traditional retailing. This study builds on the resource-based view (RBV) of the firm (Barney, 1991) in identifying resources less susceptible to imitation by examining the effects of resources (brand strength, market orientation, distribution effectiveness, foreign market know-how and willingness to cannibalise) on e-tailer performance. A cross-national survey of e-tailers was conducted to assess these relationships. The results of the regression analyses show that the resources in this study, with the exception of distribution effectiveness, are predictors of e-tailer performance although their relative strength varies across samples. These results have implications for both academics and practitioners. For academics, the findings suggest that resources that are relatively inimitable drive e-tail performance. Identifying other such resources provides direction for future research. For managers, this study demonstrates the importance of investing in resources that are not observable to the competition, thus enabling an e-tailer to build and sustain a competitive advantage.