Integrating brick and mortar locations with e-commerce: understanding synergy opportunities

Charles W Steinfield · Thomas Adelaar · Ying-ju Lai

63 citations0/0 files storedHawaii International Conference on System Sciences (HICSS)

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

Abstract

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.

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References

1985Economic Action and Social Structure: The Problem of Embeddedness 1985Competitive Advantage: Creating and Sustaining Superior Performance 1985How information gives you competitive advantage 2000Information Rules: A Strategic Guide to the Network Economy 1987Electronic markets and electronic hierarchies 1998Business Models for Electronic Markets 1999Information Rules: A Strategic Guide to the Network Economy 1997Reducing Buyer Search Costs: Implications for Electronic Marketplaces

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2011Upper echelon theory (UET)2005Click and Mortar Strategies Viewed from the Web: A Content Analysis of Features Illustrating Integration Between Retailers' Online and Offline Presence 2016An Empirical Study of Some Critical Adoption Factors of ERP Software 2016The multi-channel impact on the sales forces management.2012Integrating TAM and TOE Frameworks and Expanding their Characteristic Constructs for E-Commerce Adoption by SMEs 2011

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