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E-commerce is gaining traction in academia, industry, and with policymakers. Along with this development, the intersection of supply chain management and e-commerce research has become increasingly important. This study explored Osell, a cross-border e-commerce company in China, through a resource orchestration perspective to understand how supply chain resources are deployed to create value in a supply chain service-based business model. We investigated and analysed Osell’s business model based on primary data collected from senior executives and managers, as well as secondary data such as online public resources, and found that the structuring and bundling of resources can be leveraged to enhance service capabilities, which in turn creates value, contributing to supply chain service-based business models with regard to trust improvement, risk mitigation, and consumer satisfaction. This study contributes to the supply chain service-based business model through propositions that have been developed regarding cross-border e-commerce.

Resource Orchestration in Supply Chain Service-Based Business Model: The Case of a Cross-Border E-Commerce Company