Creating Competitive Advantage from Channel Extension Strategies : The Importance of Internal Capabilities and Customer Lock-In

Item Type Conference or Workshop Item (Paper)
Abstract

This study addresses the important but yet unresolved question of how firms can create competitive advantage from their multichannel marketing strategy. More specifically, the authors investigate the antecedents of channel extension strategies and their performance implications. Results from an empirical study including top managers from 308 firms indicate that in addition to environmental factors, a firm's channel expansion is directly related to its strategic channel management capability, and that this capability is more important in turbulent environments. Furthermore the study reveals that firms need an appropriate customer lock-in strategy to benefit from innovative channel additions or traditional channel expansion.

Authors Binder, Jochen; Herhausen, Dennis; Schögel, Marcus & Pernet, Nicolas
Editors Bharadwaj, S.
Journal or Publication Title AMA Educators Proceedings
Language English
Subjects business studies
HSG Classification contribution to scientific community
Refereed Yes
Date 17 February 2012
Publisher American Marketing Association
Place of Publication New York
Volume Volume 23
Title of Book Seeing Marketing Through Emerging Theoretical Lenses
Event Title American Marketing Association Winter Educator's Conference 2012
Event Location St. Petersburg, FL
Event Dates 17-19.02.2012
ISSN 1054-0806
ISBN 9781622766499
Depositing User Prof. Dr. Dennis Herhausen
Date Deposited 04 Nov 2011 16:40
Last Modified 02 Feb 2018 08:20
URI: https://www.alexandria.unisg.ch/publications/206861

Download

Full text not available from this repository.

Citation

Binder, Jochen; Herhausen, Dennis; Schögel, Marcus & Pernet, Nicolas: Creating Competitive Advantage from Channel Extension Strategies : The Importance of Internal Capabilities and Customer Lock-In. 2012. - American Marketing Association Winter Educator's Conference 2012. - St. Petersburg, FL.

Statistics

https://www.alexandria.unisg.ch/id/eprint/206861
Edit item Edit item
Feedback?