E-Commerce Capability and Market Expansion in Forward-Integrated Export Firms
Vol. 29 (2026): 2026 3rd International Conference on Global Economics, Education and the Arts (GEEA 2026)
Received: 2026-08-01
Accepted: 2026-08-01
Published: 2026-08-01
Abstract
Against the backdrop of intensifying global industrial competition and rapidly evolving digital trade environments, forward-integrated export firms face prominent obstacles in their overseas cross-border expansion efforts. These challenges frequently include severe market information asymmetry, complex supply chain logistics, and unfamiliar platform regulatory rules that hinder sustainable growth. Taking the United States decorative lighting market as the primary research context, this comprehensive study constructs a novel Market Expansion Impact Factor (MEIF) model alongside a detailed resource input-market expansion mapping framework. This theoretical foundation is rigorously built upon the established 7P marketing mix theory and strategic SWOT analysis. Based on the extensive panel data collected from 200 representative sample firms over a multi-year period, this paper conducts rigorous empirical investigations, including baseline regression, mediating effect analysis, and comprehensive robustness tests. The empirical results reveal that targeted marketing expenditure, specialized labor input, and advanced technology investment significantly and positively promote these firms' overseas market performance. Furthermore, the analysis demonstrates that sustained user growth plays a crucial partial mediating role in the aforementioned influencing relationship, bridging the gap between initial resource allocation and ultimate market success. Ultimately, this study clarifies the most effective resource allocation path for forward-integrated export firms. It provides highly practical optimization strategies for their cross-border e-commerce expansion and substantially enriches the existing theoretical research concerning digital capability, strategic management, and international market expansion.
Keywords
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Copyright and License
Published in2026-08-01 15:44:46
DOI https://doi.org/10.70088/n66nnc30
Creative Commons
Copyright: © 2026 by the authors. Submitted for possible open access publication under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
Copyright
Copyright © The Author(s), 2026. Published by GEEA 2026
Journal Information
- Vol. 29 (2026): 2026 3rd International Conference on Global Economics, Education and the Arts (GEEA 2026)
- 2026-08-01
- ISSN: (Print) 3078-770X/ (Online) 3078-7718
- Journal Homepage