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Internationalization Speed of Online Retailers: A Resource-Based Perspective on the Influence Factors

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Abstract

Numerous examples of online retailers that have internationalized shortly after their foundation indicate that they internationalize faster than and different from traditional brick-and-mortar retailers. This paper identifies and analyzes various influence factors on internationalization speed of online retailers and their impact on individual internationalization steps. Grounded in the resource-based view, the paper examines the effects of imitability of an online shop, the presence of venture capitalists, the scope of the country portfolio and distance and diversity within the country portfolio on the internationalization speed of online retailers. A Cox proportional hazards model is used to explore the effects on speed and their variations over time. Drawing on a sample of 150 online retailers (1110 market entries in 47 country markets over 19 years), this study shows significant curvilinear effects of the imitability of an online shop, as well as of the diversity and scope of the existing country portfolio and linear effects of the distance of new country markets on the length of time until the next internationalization step.

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Notes

  1. Experts were asked, if possible, to evaluate the level of imitability at the time of the first internationalization attempt of a company. The year of that first internationalization step was provided in the questionnaire. Although we are aware that this method of capturing imitability only at one point in time is a weakness of the measurement, we expect that the imitability of an online shop does usually not change drastically over time.

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  1. University of Fribourg/Switzerland, Fribourg, Switzerland

    Matthias Schu & Dirk Morschett

  2. Universität Trier, Trier, Germany

    Bernhard Swoboda

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Schu, M., Morschett, D. & Swoboda, B. Internationalization Speed of Online Retailers: A Resource-Based Perspective on the Influence Factors. Manag Int Rev 56, 733–757 (2016). https://doi.org/10.1007/s11575-016-0279-6

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