Digital sales channels and the relationship between product and international diversification: Evidence from going digital retail MNEs

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dc.contributor.authorBatsakis, Georgios
dc.contributor.authorKonara, Palitha
dc.contributor.authorTheoharakis, Vasilis
dc.date.accessioned2022-10-17T14:41:05Z
dc.date.available2022-10-17T14:41:05Z
dc.date.issued2022-10-12
dc.description.abstractWe argue that in the era of e-commerce, retail firms can simultaneously grow their product and international portfolio by adopting a multichannel strategy, that is, using digital and physical channels. Drawing on the resource bundling perspective, we argue that the previously advocated negative relationship between product and international diversification is mitigated by the retail firm's digital sales intensity. By separately examining product and international diversification across digital and physical channels, we find that while increased product diversification in physical channels relates negatively with international diversification in both physical and digital channels, increased product diversification in digital channels relates positively with international diversification in both channels. Our hypotheses are tested against a sample of 122 born physical - going digital retail MNEs over the period 2006–2016.en_UK
dc.identifier.citationBatsakis G, Konara P, Theoharakis V. (2023) Digital sales channels and the relationship between product and international diversification: evidence from going digital retail MNEs. Global Strategy Journal, Volume 13, Issue 4, November 2023, pp. 830-856en_UK
dc.identifier.issn2042-5805
dc.identifier.urihttps://doi.org/10.1002/gsj.1465
dc.identifier.urihttps://dspace.lib.cranfield.ac.uk/handle/1826/18569
dc.language.isoenen_UK
dc.publisherWileyen_UK
dc.rightsAttribution 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/*
dc.subjectdigital salesen_UK
dc.subjectinternational diversificationen_UK
dc.subjectmultichannel growth strategyen_UK
dc.subjectproduct diversificationen_UK
dc.subjectresource bundling perspectiveen_UK
dc.titleDigital sales channels and the relationship between product and international diversification: Evidence from going digital retail MNEsen_UK
dc.typeArticleen_UK

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