NDLI: Strategic channel alignment: an analysis of the configuration of physical and virtual marketing channels

Content Provider	Springer Nature Link
Author	Müller Lankenau, Claas Wehmeyer, Kai Klein, Stefan
Copyright Year	2005
Abstract	Extensive integration of online and offline channels is often described as the most preferable strategy for multi channel retailing. However, empirical findings challenge this assumption by showing that retailers choose a variety of disparate multi channel strategies. Given this variety, we conjecture that there is no single best approach to multi channel retailing, but that, depending on the general marketing strategy, different multi channel strategies can be suitable for retailers. We develop a model of strategic channel alignment and identify four different paths of channel alignment, which we use to reconstruct and interpret multi channel strategies as an alignment of general marketing strategy and online strategy. An application of the model to four prominent and successful cases from the grocery retailing industry shows that although the companies pursue fundamentally different multi channel strategies, they can all be considered as examples of successful alignment and mature multi channel strategies.
Starting Page	187
Ending Page	216
Page Count	30
File Format	PDF
ISSN	16179846
Journal	Information Systems and e-Business Management
Volume Number	4
Issue Number	2
e-ISSN	16179854
Language	English
Publisher	Springer-Verlag
Publisher Date	2006-02-25
Publisher Place	Berlin, Heidelberg
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Multi channel management Strategic alignment E-commerce Grocery retailing Management Information Systems Applications (incl.Internet) Business Information Systems
Content Type	Text
Resource Type	Article
Subject	Information Systems

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
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9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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