Effects of Multichannel Coordination and E-Commerce Outsourcing on Online Retail Performance |
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Authors: | Iryna Pentina Ronald W Hasty |
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Institution: | 1. College of Business Administration, The University of Toledo , Toledo, Ohio, USA iryna.pentina@utoledo.edu;3. College of Business, University of North Texas , Denton, Texas, USA |
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Abstract: | This article assesses the role of multichannel coordination strategy in impacting online performance, and the need for E-commerce functions outsourcing at the initial stages of multichannel integration. Our findings indicate that a higher degree of interchannel coordination increases retailers' online sales. The article also concludes that integrated retailers that outsource more E-commerce functions, such as Web site hosting, site design, content development, order processing, E-mail marketing, Web performance monitoring, and E-logistics, do not show higher online sales performance than those who develop them in-house. Managerial implications of these findings are proposed, and directions for future research are outlined. Based on prior conceptual research, the article develops and empirically tests the construct of multichannel coordination. |
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Keywords: | E-commerce outsourcing multichannel coordination multichannel retailing sales performance |
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