Developing community capability for e‐commerce development in rural China: A resource orchestration perspective

Community capability enables a large number of rural citizens to cooperatively engage in e‐commerce as an e‐commerce cluster, and it thus plays a critical role in e‐commerce development in the rural regions of developing countries. Taking the resource orchestration perspective as the theoretical lens, this study investigates the process for developing community capability. Two cases of community capability development in rural Chinese villages are studied. The findings reveal two settings for community capability development—government supported and self‐orchestrated—and show that community capability is developed through the individual capabilities of lead users and the resource orchestration interactions of stakeholders. This study has theoretical implications because it reveals the importance of developing community capability by orchestrating resources beyond merely providing training and education to rural community members and because it identifies the processes for developing community capability in the two respective settings. It also extends the resource orchestration perspective from a single‐firm context to a community context by revealing the resource orchestration interactions.