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عنوان فارسی مقاله:
222222
عنوان انگلیسی مقاله:
Early-mover advantages at cross-border business-to-business e-commerce portals
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Theory
2.1. Early-mover advantages related to the Internet Lieberman and Montgomery (1988) suggest that first-mover advantages primarily arise from three sources, namely, (a) technological leadership (i.e., learning curve and R&D), (b) preemption of resources (i.e., key input factors and locations), and (c) switching costs and buyer choice under uncertainty. At the same time, first movers have to incur disadvantages arising from four sources as time elapses, namely, (a) free-rider effects, (b) resolution of technological or market uncertainty, (c) shifts in technology or customer needs, and (d) incumbent inertia (Lieberman & Montgomery, 1988). The term “first-mover advantages” has gradually been employed interchangeably with EMA (Makadok, 1998). Recent research has incorporated the market environment and firm capabilities as factors that moderate EMA (Suarez & Lanzolla, 2007; Wang et al., 2016). It has also examined the mediating role of switching cost in determining EMA (Gómez & Maícas, 2011). The Internet presents a special context for studying EMA due to its unique nature (Varadarajan, Yadav, & Shankar, 2008). First, EMA resulting from R&D could be hampered because business models and processes are highly transparent and imitable online (Porter, 2001). Second, the preemption argument is undermined by the fact that the costs of opening up and maintaining a virtual shop have decreased rapidly as hardware, electronic devices are becoming increasingly affordable (Sheth & Sharma, 2005). Empirical studies on etailer EMA generate mixed evidence. Some studies find no evidence of EMA among etailers (Min & Wolfinbarger, 2005; Nikolaeva, 2007), whereas other studies show that EMA can be achieved in a market by firms with significant network effects (Lieberman & Montgomery, 1998) and by larger retailers (Pentina, Pelton, & Hasty, 2009). Three types of business models are associated with the Internet, each of which may exhibit their EMA differently (Wang et al., 2016). First, e-commerce portals per se such as eBay enjoy EMA from network effect and pioneering infrastructure construction (Mellahi & Johnson, 2000). Second, independent stores such as online Wal-Mart leverage their EMA with prior brand loyalty and huge investment in physical facilities. Third, an increasing number of etailers have been doing businesses in third-party e-commerce portals such as eBay. The extent to which the etailers exhibit their EMA has been challenged by the extremely low entry barriers and the buyer loyalties in such portals (Wang et al., 2016). Scant extant studies on EMA in the third-party ecommerce portals employ survey data from a limited scope of sellers, which cannot reflect the overall landscape of B2B transactions (Pentina et al., 2009). The literature has also neglected the contingency conditions under which EMA may be sustained for a long period.
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