Resource effects on online traffic of U.S. and foreign online retailers

While leveraging ciritical resources becomes increasingly important in the emerging online marketplace, research addressing the link between resources and online performance is scarce. Despite recognizing the Web as a borderless economy few studies have explored the international nature and associated resources of e-commerce. This study builds on the resource-based view of the firm to assess the effects of resources (brand strength, foreign market know-how, market orientation, and affiliate network) on online retailer venture success in terms of online traffic, a performance measure specific to firms\u27 e-commerce activities. The international nature of the firm is modeled as a moderating factor affecting the relationship between foreign market know-how and online traffic. The findings of a cross-national survey of e-commerce firms show that online brand strength, foreign market know-how and affiliate network size are predictors of online traffic. Additionally, foreign market know-how is related to online traffic for foreign but not U.S.-based firms