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Leveraging Cross-Border E-commerce Analytics in Shaping UK SMEs' Post-Brexit International Market Entry Strategies

Ugochi Linda Onyeanuforo; Christopher Alfa

Abstract

This research examines how small and medium-sized enterprises (SMEs) in the UK leverage cross-border e-commerce analysis in formulating appropriate international market entry strategies following the Brexit. This used a mixed-method research approach using quantitative surveys with 312 UK SMEs and qualitative interviews with 24 senior digitally enabled SME executives. Secondary data analysis of trade statistics and online commerce platforms was used in the triangulation of findings. Findings suggest that SMEs utilizing intensive e-commerce analytics have 34% higher international market penetration rates of success than other SMEs utilizing conventional market research strategies. Customer behaviour analysis, competitive intelligence, and supply chain planning as the most important dimensions of analytics have significant impacts on market entry time and resource allocation decision-making. The research considers UK-firm based SMEs established in the first three years of Brexit transition, making generalizability to other contexts or time frames limited. The study offers actionable models for SMEs to incorporate cross-border e-commerce analytics in business planning, providing concrete metrics and analytics tools to enhance global expansion. The study closes the knowledge gap of how Brexit-hit SMEs formulate their international strategies using digital analytics, contributing to international business and digital marketing scholarship.

Keywords

Cross-border e-commerceBrexitSMEsinternational market entrybusiness

References

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