Clicks and Mortar

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Author(s): David L. Bahn (Metropolitan State University of Minnesota, USA)
Copyright: 2006
Pages: 3
Source title: Encyclopedia of E-Commerce, E-Government, and Mobile Commerce
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-59140-799-7.ch017

Keywords: Business & Management / Business Science Reference / E-Commerce

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Abstract

“Clicks and mortar” signifies the use of electronic commerce (clicks) in combination with traditional (brick-and-mortar) operations. In the domain of business strategy and operations, this has also been known as “bricks and clicks,” referring to the deployment of electronic commerce alongside conventional business operations in a manner that best utilizes the strengths of each channel in a complementary and synergistic manner (Stuart, 2000).

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