Abstract
ABSTRACT The growing importance of the post-adoption phase of cross-border e-commerce (CBEC) assimilation for various purposes in the innovation process, leading to innovative performance, is researched. This study leverages a routine-based absorptive capacity framework, added to uncover the hierarchical benefits of innovation in CBEC assimilation. A Partial Least Square path model is used to examine the proposed model and structural associations. We used a survey method to collect data from 281 Malaysian manufacturing SMEs. The findings indicate a link between CBEC assimilation and internal innovation benefit that has positive significance in product and process innovation, while external innovation benefits in product innovation.
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