کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1029614 | 942646 | 2008 | 10 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
A model of the antecedents of multiple channel usage
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
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چکیده انگلیسی
The number of companies using multiple channels in the distribution of each of their products is increasing steadily. Despite this popularity, the drivers of these channel strategies remain virtually unknown. This work attempts to deal with this problem by developing a model regarding the circumstances under which companies adopt multiple channel strategies. Data collected from companies in the UK financial services industry provide significant empirical support to the model. The results indicate that product sophistication, market target sophistication, channel conflict, market maturity, scope economies, and competitive strength, are important considerations in the multi-channel move.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing and Consumer Services - Volume 15, Issue 1, January 2008, Pages 32–41
Journal: Journal of Retailing and Consumer Services - Volume 15, Issue 1, January 2008, Pages 32–41
نویسندگان
Filipe Coelho, Chris Easingwood,