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Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute

Economics and Business

Quarterly Reviews

ISSN 2775-9237 (Online)

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
open access

Published: 25 November 2023

Conceptualizing E-commerce Strategy as a Tool for Internationalization Performance

Joy D.M. Alokpo, James M. Kilika

Kenyatta University, Kenya

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, management journal

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Pages: 140-159

Keywords: E-commerce Strategy, Firm’s Dynamic Capabilities, Internationalization Performance


We are currently living in an extremely volatile business environment emanating from accelerated changes in technology. This condition compels firms’ Top managements to strategically think so as to adapt to such environmental shifts. In consequence, strategies built towards their internationalization goal are essential for their subsistence. They include e-commerce strategies and relevant dynamic capabilities. Being thus enlightened, the study endeavors to conceptualize E-commerce strategy as a tool for Internationalization Performance. However, a stumbling block was identified. It pertained to the lack of clear and exhaustive definitions of the main constructs, and to the scantiness and inadequacy of theories essential to their underpinning. The study also includes a comprehensive conceptual review touching the subjects of E-commerce strategy, Firm’s Dynamic Capabilities, and Internationalization Performance and furthermore included relevant empirical studies. The major constructs were grounded on theories like UTAUT, the theory of flow, the institutional theory, the resourced-based view and the Uppsala model. As a result of this extensive study, a case for a new theoretical framework was presented, designed and thoroughly explained. Future studies should concentrate on offering thorough definitions of e-commerce strategy and internationalization performance. Additionally, it is vital such research be conducted in a variety of contexts.


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