The Impact of Cross-Channel Integration on Retailers' Sales Growth

被引：363

作者：

Cao, Lanlan ^{[1
]}

Li, Li ^{[2
]}

机构：

[1] NEOMA Business Sch, Dept Mkt, F-76825 Mont St Aignan, France

[2] Montpellier Business Sch, Law Accounting & Finance Dept, F-34185 Montpellier 4, France

来源：

JOURNAL OF RETAILING | 2015年 / 91卷 / 02期

关键词：

Multi-channel retailing; Cross-channel integration; Channel additions; Sales growth; Grounded theory; MULTICHANNEL CUSTOMER MANAGEMENT; PRICE DISPERSION; INTERNET CHANNEL; ONLINE CHANNEL; E-COMMERCE; BRAND; PERFORMANCE; BRICKS; CLICKS; OPPORTUNITIES;

D O I：

10.1016/j.jretai.2014.12.005

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The authors propose a conceptual framework to explain whether and under what firm-level conditions cross-channel integration impacts firm sales growth. To test the theory, the authors conduct a qualitative grounded-theory study to build a measurement tool for cross-channel integration at four levels and analyze longitudinal data on 71 publicly traded U.S. retail firms from 2008 to 2011, gathered from multiple secondary sources. The findings reveal that cross-channel integration stimulates sales growth, but that firm online experience and physical-store presence weaken this effect. (C) 2014 New York University. Published by Elsevier Inc. All rights reserved.

引用

页码：198 / 216

页数：19

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