Abstract
This paper reports research findings on the relationship among electronic commerce strategies, generic strategies, and firm performance. Findings are based on 186 small and medium enterprises (SMEs) operating in Aichi, Japan. A multiple regression analysis revealed that both electronic commerce strategies and generic strategies lead to significant performance improvements among SMEs. Importantly, the findings indicate that both types of strategies can be exploited by SMEs to improve firm performance. However, interaction effects of these two types of strategies on firm performance were not observed.Among e-commerce strategies, customer base expansion and operational efficiency improvement were found to be significant for performance. Among generic strategies, cost leadership and differentiation were significant for improving firm performance.
