文章基本信息

标题：Multichannel strategy - the dominant approach in modern retailing
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作者：Stojković, Dragan ; Lovreta, Stipe ; Bogetić, Zoran 等
期刊名称：Economic annals
印刷版ISSN：0013-3264
电子版ISSN：1820-7375
出版年度：2016
卷号：61
期号：209
页码：105-127
DOI：10.2298/EKA1609105S
出版社：Faculty of Economics, Belgrade
摘要：The purpose of this paper is to thoroughly analyse the concept of multichannel strategy, focussing on retail, to enable the academic community and marketers to better understand its advantages and disadvantages. This paper presents a comprehensive literature review and financial data analysis. The authors have analysed the financial data of 88 retail companies in the 2007 to 2014 period, and have proven that the importance of multichannel strategy has grown with the emergence of e-commerce. The main hypothesis is that the multichannel concept dominates modern marketing channels because it is widely accepted and provides superior financial performance. Multichannel retailing is definitely a winning concept, if adequately implemented. However, wrongly implemented it can negatively influence business performance.
关键词：multichannel strategy; retailing; e-commerce; marketing channels