Combining Physical and Virtual Channels: Opportunities, Imperatives and Challenges

Abstract

Despite the attention focused on click and mortar strategies, little empirical work has directly addressed the sources of competitive advantage of this approach, nor the factors that distinguish between a successful and unsuccessful implementation.In this paper, we review theoretical work that establishes the basis for expecting synergy between e-commerce and physical presence in a market.We then describe a series of cases illustrating the types of synergies gained by click and mortar firms.Sources of competitive advantage arising from click and mortar e-commerce models are described, as well as management approaches that facilitate the formation of successful click and mortar strategies.

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