Abstract
This study examines the impact of the sequence of digital strategic actions initiated by e-commerce platform on competitive advantage in competitive interaction (DSAs). Based on the competitive repertoire theory, the configurational approach is used to analyse the secondary data of Chinese online tourism industry, the research finds out the configurations of DSAs orchestrated by digital technologies, partnership resources and competitor responses. Secondly, dynamic characteristics (including complexity and unpredictability) of DSAs sequence are calculated. Thirdly, panel regression has been applied to explore the relationship between the unpredictability and complexity of DSAs sequence and competitive performance in the competitive interaction, and the inverted U-shaped relationship between them is found. Finally, discussion of the implications for theory and practice is presented. In a nutshell, this study aims to help managers formulate and initiate sequences of competitive actions more effectively in the digital environment.
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