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

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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.
   
type conference paper (English)
   
keywords
   
name of conference AMA Winter Marketing Educators' Conference 2012 (St. Petersburg, FL)
date of conference 17-2-2012
title of proceedings Seeing Marketing Through Emerging Theoretical Lenses
publisher American Marketing Association (New York)
review double-blind review
   
citation Binder, J., Herhausen, D., Schögel, M., & Pernet, N. (2012). Creating Competitive Advantage from Channel Extension Strategies: The Importance of Internal Capabilities and Customer Lock-In. In Seeing Marketing Through Emerging Theoretical Lenses. New York: American Marketing Association.