In this article, the impact of strategic orientations on the use of digital marketing tactics and, subsequently, on the international business performance of small electronic retailers (e-retailers) in cross-border electronic commerce (e-commerce) is analysed. Furthermore, these relationships are compared between e-retailers originating in both developed and emerging e-commerce markets. Using a sample of 446 small business-to-consumer e-retailers from 20 European countries, we find that the deployment of digital marketing tactics has a positive effect on international business performance. Of the strategic orientations examined, foreign market orientation is most associated with the use of digital marketing tactics. Remarkably, growth orientation only has a positive effect on e-retailers from developed e-commerce markets, while customer orientation negatively affects e-retailers from emerging e-commerce markets. The differences between e-retailers from developed and emerging e-commerce markets are prominent and show that markets should not be considered as either uniform or generalisable.

在本文中，分析了战略方向对数字营销策略的使用以及随后对跨境电子商务（e-commerce）中的小型电子零售商（e-零售商）的国际业务绩效的影响。此外，比较了发达和新兴电子商务市场中的电子零售商之间的这些关系。通过使用来自20个欧洲国家的446个小型企业对消费者电子零售商的样本，我们发现数字营销策略的部署对国际企业绩效产生了积极影响。在所研究的战略方向中，国外市场方向与数字营销策略的使用最相关。值得注意的是，增长导向只会对发达的电子商务市场的电子零售商产生积极的影响，而以客户为导向会对新兴电子商务市场的电子零售商产生负面影响。发达和新兴电子商务市场中的电子零售商之间的差异非常明显，这表明不应将市场视为统一的或可概括的。