The Internet Search Ranking as a Complementary Resource for SMEs:an Empirical Study of New Ventures from Taobao

摘要

This paper investigates linkages between search ranking and firm performance,and complementarity between search ranking and the strategy assets.We examine the search ranking literature;develop a resource-based theoretical framework,and presents results from a new empirical study in the New Ventures from Taobao.com.The findings show that high search ranking does not have significant positive relationship with the performance advantages in our study,but complementarity between strategic assets and search ranking in SMEs does exist.The results support the resource-based approach,and help to explain why some firms outperform others having similar search ranking position.