Multi-channel management: an exploratory study of current practices Online publication date: Wed, 30-Apr-2014
by Lea M. Wakolbinger; Christian Stummer
International Journal of Services, Economics and Management (IJSEM), Vol. 5, No. 1/2, 2013
Abstract: While web services have enabled seamless interoperability among heterogeneous IT implementations for multiple channels, innovative information and business services may further advance multi-channel integration. In investigating current practices of multi-channel management as a prerequisite for developing proper services, this paper may prepare the ground for such endeavours. It provides a literature review as well as insights from interviews with practitioners from top and middle management in major firms operating multiple channels in Austria. We discuss competitive advantages as well as challenges to be faced when establishing multiple distribution channels, e.g., by adding a mobile channel to an existing brick-and-mortar store, and outline measures of coordinating and integrating multiple channels. It can be shown, that multi-channel practice considerably differs between industries. Multi-channel integration activities, in particular, so far only play a minor role, but constitute a promising field of research in the forthcoming decade.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Services, Economics and Management (IJSEM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook