Effectual market creation in the cross-border e-commerce of small-and medium-sized enterprises

Cross-border e-commerce can enable smaller firms to quickly reach many foreign markets. This article examines how effectual market creation affects the international performance of small and medium-sized enterprises (SMEs) engaged in cross-border e-commerce. Building upon effectuation theory, we suggest that firms can drive foreign market demand by creating new ways to interact and engage with customers in the digital space. Analysing a sample of 99 Swedish e-commerce SMEs, we find that effectual market creation has a positive effect on their international performance. We also find that this positive effect is enabled by insidership in international markets, illustrated by activities related to international marketing analytics and international networking. Through these findings, we contribute to theory development on the internationalisation of small digital firms.