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Crafting Integrated Multichannel Retailing StrategiesJie ZhangUniversity of Maryland - Robert H. Smith School of Business Paul FarrisUniversity of Virginia - Darden School of Business Tarun KushwahaUniversity of North Carolina Kenan-Flagler Business School John IrvinJCPenney Thomas J. SteenburghUniversity of Virginia - Darden Graduate School of Business Barton A. WeitzUniversity of Florida - Warrington College of Business Administration April 15, 2009 Harvard Business School Marketing Unit Working Paper No. 09-125 Abstract: Multichannel retailing is the set of activities involved in selling merchandise or services to consumers through more than one channel. Multichannel retailers dominate today’s retail landscape. While there are many benefits of operating multiple channels, these retailers also face many challenges. In this article, we discuss the key issues concerning multichannel retailing, including the motivations and constraints of going multichannel, the challenges of crafting multichannel retailing strategies and opportunities for creating synergies across channels, key retail mix decisions facing multichannel retailers, and the dynamics of multichannel retailing. We synthesize current knowledge drawn from the academic literature and industry practice, and discuss potential directions for future research.
Number of Pages in PDF File: 37 Keywords: multichannel marketing working papers seriesDate posted: January 8, 2010 ; Last revised: September 19, 2012Suggested CitationContact Information
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