会议专题

How the Roles of Internet Affect Successful Mulfichannel Retailing?--The Exploratory Analysis from America

  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 American 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.

Multichannel Retailing Internet Success Factors

Lifan Yang

Business School, East China University of Political Science and Law, Shanghai, China

国际会议

The Twelfth Wuhan International Conference on E-Business(第十二届武汉电子商务国际会议)

武汉

英文

183-190

2013-05-25(万方平台首次上网日期,不代表论文的发表时间)