35th Annual Hawaii International Conference on System Sciences (HICSS'02)-Volume 8 Big Island, Hawaii January 07-January 10 ISBN: 0-7695-1435-9
Little empirical work has directly addressed the sources of competitive advantage of the click and mortar e-commerce approach, despite growing recognition of its importance as a business model. In this paper, we introduce a framework to describe the areas of physical and virtual synergy in click and mortar enterprises, the management actions for achieving synergies and avoiding channel conflicts, and the types of benefits that may be obtained. Case studies of ten US companies, including both business to consumer (B2C) and business to business (B2B) cases are used to illustrate the utility of the framework.
Index Terms:
click and mortar e-commerce, synergy, multi-channel strategy, channel conflict, e-commerce cases
Citation:
C. Steinfield, T. Adelaar, Y.-J. Lai, "Integrating Brick and Mortar Locations with E-commerce: Understanding Synergy Opportunities," hicss, vol. 8, pp.216b, 35th Annual Hawaii International Conference on System Sciences (HICSS'02)-Volume 8, 2002 Usage of this product signifies your acceptance of the Terms of Use. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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