Resumen
Guided by a financial model, this study is the first to integrate Miles and Snow's (1978) strategic typology as an external industry effect and the resource-based view of the firm as an internal effect to explain market performance of different firm sizes in business-to-consumer e-commerce firms. Factors such as strategy types, CEO commitment to e-commerce, Web site design, and IT system integration capabilities were empirically investigated. Findings showed that prospector strategy utilized by large e-brokers significantly outperformed analyzer, defender, and reactor strategies in online market share. Top managers of small-to-medium enterprises (SMEs) should choose defender or analyzer strategies to gain market performance. Large firms indeed outperformed SMEs in online market share. In addition, large firm's CEO commitment to e-commerce, Web site design and IT system integration capabilities and Web age were explanatory factors for online market share but had no effect on both market performances for SMEs. Managerial implications and future study are recommended.