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Entrepreneurial orientation (EO) is a major strategy for small and medium enterprises (SMEs). Prior studies have focused mainly on the EO-performance relationship in the traditional market. This article investigates the EO of online SMEs using a panel of secondary data for 149 SMEs from Alibaba.com over a three-month period. The results suggest that proactiveness and competitive aggressiveness have significant effects on online performance for SMEs in the business-to-business (B2B) electronic market. Online credibility plays an important role when SMEs adopt a strategy of proactiveness in the electronic market, but does not enhance the effectiveness of competitive aggressiveness. These findings offer managerial implications for online SMEs and suggestions for future research.

Entrepreneurial orientation, online credibility, and online performance: Evidence from SMEs in a B2B electronic market in China