Channel Extension Strategies: The Crucial Roles of Internal Capabilities and Customer Lock-In

Item Type Journal paper
Abstract

This study addresses the important but yet unresolved question of how firms can create com-petitive 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 addi-tion 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 envi-ronments. Furthermore the study reveals that firms need an appropriate customer lock-in strategy to benefit from the addition of novel channel types or traditional channel expansion.

Authors Binder, Jochen; Herhausen, Dennis; Pernet, Nicolas & Schögel, Marcus
Journal or Publication Title European Retail Research
Language English
Subjects business studies
HSG Classification contribution to scientific community
Refereed Yes
Date February 2012
Publisher Springer Gabler
Place of Publication Wiesbaden
Volume 26
Number 01/2012
Page Range 43-70
Number of Pages 28
ISSN 1867-8785
Publisher DOI 10.1007/978-3-8349-4237-1_3
Depositing User Prof. Dr. Dennis Herhausen
Date Deposited 31 May 2012 10:00
Last Modified 29 Sep 2020 00:21
URI: https://www.alexandria.unisg.ch/publications/212340

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Citation

Binder, Jochen; Herhausen, Dennis; Pernet, Nicolas & Schögel, Marcus (2012) Channel Extension Strategies: The Crucial Roles of Internal Capabilities and Customer Lock-In. European Retail Research, 26 (01/2012). 43-70. ISSN 1867-8785

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https://www.alexandria.unisg.ch/id/eprint/212340
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