Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
5111257 | Journal of Retailing and Consumer Services | 2017 | 8 Pages |
Abstract
This article applies a configurational approach to study the fit between retail format, business strategy, and multi-channel setup. Its empirical material consists of five case studies, and a data set of 74 sporting goods retailers in Sweden. Our results show that a retailer can create strategic advantages when its multi-channel setup fits with its business strategy, and that retail format is important for explaining differences in growth and profit, the former being assigned to e-commerce and the latter to physical stores. Moreover, the study reveals that to some extent online channels also have positive performance implications for physical store retailers.
Keywords
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Authors
Tobias Johansson, Johan Kask,