Despite the attention focused on click and mortar strategies, little empirical work has directly ... more 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.
Multichannel customer management is "the design, deployment, and evaluation of channels to enhanc... more Multichannel customer management is "the design, deployment, and evaluation of channels to enhance customer value through effective customer acquisition, retention, and development" (Neslin95-113). Channels typically include the store, the Web, catalog, sales force, third party agency, call center and the like. In recent years, multichannel marketing has grown tremendously and is anticipated to grow even further. While we have developed a good understanding of certain issues such as the relative value of a multichannel customer over a single channel customer, several research and managerial questions still remain. We offer an overview of these emerging issues, present our future outlook, and suggest important avenues for future research.
Despite the attention focused on click and mortar strategies, little empirical work has directly ... more 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.
Multichannel customer management is "the design, deployment, and evaluation of channels to enhanc... more Multichannel customer management is "the design, deployment, and evaluation of channels to enhance customer value through effective customer acquisition, retention, and development" (Neslin95-113). Channels typically include the store, the Web, catalog, sales force, third party agency, call center and the like. In recent years, multichannel marketing has grown tremendously and is anticipated to grow even further. While we have developed a good understanding of certain issues such as the relative value of a multichannel customer over a single channel customer, several research and managerial questions still remain. We offer an overview of these emerging issues, present our future outlook, and suggest important avenues for future research.
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Papers by Tracy Zhao