Title: Research on cross-border e-commerce marketing strategy and entry mode of agricultural small- and medium-sized enterprises in Taiwan

Authors: Chun-Liang Chen; Yifan Ding; Tze-Fei Huang; Mei-Lin Huang

Addresses: Graduate School of Creative Industry Design, National Taiwan University of Arts, No. 59, Sec. 1, Daguan Rd., Bangiao Dist., New Taipei City, Taiwan ' Graduate School of Creative Industry Design, National Taiwan University of Arts, No. 59, Sec. 1, Daguan Rd., Bangiao Dist., New Taipei City, Taiwan ' Graduate School of Creative Industry Design, National Taiwan University of Arts, No. 59, Sec. 1, Daguan Rd., Bangiao Dist., New Taipei City, Taiwan ' Graduate School of Creative Industry Design, National Taiwan University of Arts, No. 59, Sec. 1, Daguan Rd., Bangiao Dist., New Taipei City, Taiwan

Abstract: In recent years, scholars in the field of management have shown a growing tendency to pay attention to the issues of cross-border e-commerce. However, many of the contributions devoted to this topic are purely theoretical advances, lacking contributions that augment the core concept of e-commerce development through observable real phenomena in the society. Through a multi-case study approach, this study explores the different types of agricultural small-and-medium enterprises (SMEs) involved in the cross-border e-commerce based on the practical background of entry mode of foreign markets. Research results found that cluster collaborations allow agricultural SMEs to learn from one another. A single agricultural SME may guidance from experienced SMEs can help with a bold first step towards the target market. When agricultural SMEs engage in cross-border e-commerce, their products, brands, and channels form the golden triangle of cross-border e-commerce and influence one another. In addition, agricultural SMEs expand overseas markets with three brand strategies: cobrands strategy, line extensions strategy, and brand extensions strategy.

Keywords: agricultural SMEs; cross-border e-commerce; marketing strategy; entry mode; international marketing; brand strategy.

DOI: 10.1504/IJAITG.2023.138115

International Journal of Agriculture Innovation, Technology and Globalisation, 2023 Vol.3 No.4, pp.370 - 387

Received: 15 Oct 2023
Accepted: 20 Dec 2023
Published online: 29 Apr 2024 *

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