The Roles of Intangible Assets and Website Localization on the Performance of Global Internet Startups

Drawing from the literature on international entrepreneurship, marketing, and strategic management, this paper investigates the roles of thefirm 's intangible assets and the degree ofwebsite localization on the performance of the global Internet startups. Despite various factors affecting the performance ofsuch firms, this study, which is built on the resource-based view ofthefirm, focuses on thefirm 's intangible assets and strategy. Thefindings indicate that the performance ofglobal Internet startups is strongly influenced by the degree ofwebsite localization. Partial support was alsofoundfor the mediating role ofthe degree ofwebsite localization on the relationship between thefirm 's intangible assets and performance.