Configurations of business strategy and marketing channels for e-commerce and traditional retail formats: A Qualitative Comparison Analysis (QCA) in sporting goods retailing |
| |
| Institution: | 1. Sunway University Business School,Sunway University,Bandar Sunway, Malaysia;2. Taylor''s Business School,Taylor''s University Lakeside Campus,Subang Jaya, Malaysia;3. International Business School,Universiti Teknologi Malaysia,Kuala Lumpur, Malaysia;1. Athens University of Economics and Business, Department of Marketing and Communication, 12 Derigny Str., Athens 10434, Greece;2. Leeds University Business School, University of Leeds, Maurice Keyworth Building, Leeds LS2 9JT, United Kingdom |
| |
| Abstract: | This article applies a configurational approach to study the fit between retail format, business strategy, and multi-channel setup. Its empirical material consists of five case studies, and a data set of 74 sporting goods retailers in Sweden. Our results show that a retailer can create strategic advantages when its multi-channel setup fits with its business strategy, and that retail format is important for explaining differences in growth and profit, the former being assigned to e-commerce and the latter to physical stores. Moreover, the study reveals that to some extent online channels also have positive performance implications for physical store retailers. |
| |
| Keywords: | Multi-channel setup Retail format Business strategy Configurations Qualitative Comparison Analysis (QCA) Sporting goods |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
