The Dynamics of Click-and-Mortar Electronic Commerce: Opportunities and Management Strategies

Charles W Steinfield · Harry Bouwman · Thomas Adelaar

233 citations0/0 files storedInternational Journal of Electronic Commerce

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Digital Innovation in Industries Supply Chain and Inventory Management E-commerce and Technology Innovations

Abstract

Many traditional brick-and-mortar businesses supplement their physical outlets with e-commerce capabilities on the Web, but there has been little empirical research on the underlying dynamics of the "click-and-mortar" business approach. This paper develops a conceptual framework that highlights the four types of synergies obtained by integrating e-commerce with physical infrastructures: cost savings, improved differentiation, enhanced trust, and market extension. Case studies of click-and-mortar enterprises provide concrete examples ofthese synergybenefits and ofthe managerial actions needed to prevent channel conflicts.

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References

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