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Firms engage in online exports with varying levels of success, yet limited understanding concerns explanations for these differences in performance. This study investigates antecedents of Online Contribution to Export Performance (OCEP), defined as the extent to which an export firm's objectives are achieved via online activities. The paper examines how online capabilities, complementary capabilities in exporting, IT resources and intentional efforts on the part of the firm affect OCEP. The results, based on a cross-industry sample of 603 SMEs, show that whilst some capabilities positively affect the performance of online export activities, others have a detrimental effect. Managers are advised to focus on relational online capabilities rather than necessarily invest in online transactions as these do not seem to be associated with increased online performance. Managers are also advised against treating online exporting as a substitute for offline exporting practices.
Anna Morgan Thomas (Thu,) studied this question.