from the article: Web-shop entrepreneurs generally overlook success factors during the expansion process of applying cross-border
trade, resulting in failure or even high financial losses. The solution to this issue may be a decision supporting model, that
supports SME web-shop entrepreneurs in their cross border decision-making. Thuiswinkel.org, the industry organisation for
web-shops in The Netherlands, actively supports the cross-border information requirements of these entrepreneurs by
supporting knowledge on the marketing factors that influence the cross-border decision. This research focusses on
identifying a decision supporting model answering the question: How does the supply chain as factor relate to other decisive
factors used by web-shop entrepreneurs in their cross-border trade-expansion decision? The model has been developed
through three research steps: semi-unstructured interviews to find the first indication for decision factors, literature research
to develop contours of a decision supporting model, and an online survey to test the initial model found. To determine a
weight to the factors, the KANO-model is used from a customer satisfaction viewpoint. The conceptual model shows that
‘supply chain partner(s)’, is a necessary basic factor to consider during the cross-border trade-expansion decision. However,
customer satisfaction as operational logistics service determines the success of the cross-border trade-expansion.
