Risk perceptions in Japanese SMEs: the role of Internet marketing capabilities in firm performance

Shane Mathews, Masahiro Maruyama, Yuka Sakurai, Keith Perks, Phyra Sok

Research output: Contribution to journalArticlepeer-review


Internet plays a very important role for the success of small- andmedium-sized enterprises (SMEs). Many Japanese SMEs are risk-aversein adopting technological innovation such as the Internet. Others,despite these risk-related business norms, recognize the importance oftechnology and develop and deploy Internet marketing technology tocompete in the current competitive environment. Drawing upon thesecontradicting practices among Japanese SMEs, this study investigateshow Japanese SMEs risk perception impacts on the deployment ofInternet marketing capabilities, the relationships between perceptionof risk, international mind-set, business networks, Internet marketingcapabilities, and firm performance. This study makes two contributions.Firstly, there has been limited research investigating how Internetrelatedcapabilities impact on firms' performance. Secondly, thereare few Internet-related studies in Japan. Thus, our emphasis on keyantecedents and outcomes of Internet marketing capabilities amongJapanese SMEs contributes significantly to our understanding of thisunique contextual setting. The findings also provide some insights tomanagers/owners of Japanese SMEs that lower risk perception fostersadoption of the Internet and combined with other resources createsInternet marketing capabilities which results in higher performance.
Original languageEnglish
Pages (from-to)599-611
JournalJournal of Strategic Marketing
Issue number7
Publication statusPublished - 19 Apr 2018

Bibliographical note

This is an Accepted Manuscript of an article published by Taylor & Francis Group in Journal of Strategic Marketing on 19/04/2018, available online: http://www.tandfonline.com/10.1080/0965254X.2018.1464048


  • Internet marketing capabilities
  • risk perception
  • international mind-set


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