Strategic positioning of the Web in a multi‐channel market approach

Emerald - Tập 12 Số 4 - Trang 339-347 - 2002
Luuk P.A. Simons1, Charles Steinfield2, Harry Bouwman3
1Luuk P.A. Simons is Part‐time Researcher in the Department of Technology, Policy and Management at Delft Technical University, Delft, and a Senior Consultant at KPN Research, The Hague, The Netherlands.
2Charles Steinfield is a Professor in the Department of Telecommunication at Michigan State University, East Lansing, Michigan, USA.
3Harry Bouwman is a Senior Lecturer in the Department of Technology, Policy and Management at Delft Technical University, Delft, The Netherlands.

Tóm tắt

Firms often perceive the Web as a threat for their physical channel assets. However, it is becoming clear that synergies can be obtained between electronic and physical channels. Characteristics of “information economics” (i.e. low reproduction costs and strong scale advantages) in combination with channel economics can help explain how electronic channels are taking up some of the functions traditionally performed through physical channels. Two processes in which channel restructuring is most apparent are: sales (including pre/after‐sales support, financing, etc.) and physical distribution (including product returns, installation, etc.). Our case study analysis shows that channels have different strengths depending on the type of customer interaction.

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Emerald

Tập 12 Số 4

339-347

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