The Role of Internet Influences on Successful Multichannel Retailing

摘要：

More retailers are now incorporating the Internet as a channel to their existing operations and becoming multichannel retailers. However, not all multichannel retailers are successful in their attempts and even some otherwise successful traditional retailers have failed to capitalize on the Internet as a retail channel. This paper explores the various multichannel strategies of some prominent retailers in an attempt to identify key success factors in the incorporation of the Internet as a distribution channel. This exploratory analysis concludes with some managerial implications on the use of the Internet as an element of a retailers multichannel strategy.

关键词： multichannel retailing Internet success factors

作者: Yang Lifan

作者单位: Glorious Sun Business School, Dong Hua University, Shanghai 20051,China

会议类型: 国际会议

会议名称: 2009 World Congress on ICT for Development(2009世界信息通信与发展大会)

会议地点: 北京

会议语种:英文

页码: 370-377

在线出版日期: 2009-09-10（万方平台首次上网日期，不代表论文的发表时间）