Abstract

This study examines how e-commerce platforms use complex resources to win the competitive advantages in hypercompetitive context. Based on competitive interaction and configurational view, we suggest a research framework. We believe that e-commerce platforms win the competitive advantages by orchestrate the configuration of digital strategic actions the competitors hard to respond. Our study use fuzzy-set qualitative comparative analysis and panel data regression to analyze the news data from Chinese online tourism industry. Our findings suggest equifinal pathways to gain the effect that is hard to be responded, and these response effects can bring competitive advantage for focal e-commerce platform in competitive interaction.

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