Retailers are experiencing varying degrees of success as they strive to incorporate Internet tech... more Retailers are experiencing varying degrees of success as they strive to incorporate Internet technology into traditional retail formats. Although a variety of explanations for uncertainty surrounding electronic retailing (e-retailing) have been offered, the lack of a sound theoretical framework driving e-retailing decisions is at the heart of challenges facing Internet retailers. We argue that the Internet represents a sufficiently unique retail environment that practitioners and academicians alike should approach the development of knowledge and understanding in this arena in a mode of ''discovery.'' As such, qualitative and exploratory research methods can contribute significantly to eretailing theory and decision-making frameworks. We present results of a key informant study of e-retailers, and provide the theoretical foundation for a model for effective integration of the Internet into the retail mix. D
Retailers are experiencing varying degrees of success as they strive to incorporate Internet tech... more Retailers are experiencing varying degrees of success as they strive to incorporate Internet technology into traditional retail formats. Although a variety of explanations for uncertainty surrounding electronic retailing (e-retailing) have been offered, the lack of a sound theoretical framework driving e-retailing decisions is at the heart of challenges facing Internet retailers. We argue that the Internet represents a sufficiently unique retail environment that practitioners and academicians alike should approach the development of knowledge and understanding in this arena in a mode of ''discovery.'' As such, qualitative and exploratory research methods can contribute significantly to eretailing theory and decision-making frameworks. We present results of a key informant study of e-retailers, and provide the theoretical foundation for a model for effective integration of the Internet into the retail mix. D
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Papers by Pamela Kiecker