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Multichannel Integration for Small and Medium Retailers

Multichannel Integration for Small and Medium Retailers

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Author(s): Daniela Andreini (University of Bergamo, Italy)
Copyright: 2010
Pages: 16
Source title: E-Commerce Adoption and Small Business in the Global Marketplace: Tools for Optimization
Source Author(s)/Editor(s): Brychan Thomas (University of Glamorgan, UK)and Geoff Simmons (University of Ulster, Northern Ireland)
DOI: 10.4018/978-1-60566-998-4.ch014

Keywords: Business & Management / Business Science Reference / Global Business

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Abstract

Channel marketing literature has underlined the importance and the advantages of developing a multichannel integration between virtual and physical marketing channels, but researchers have concentrated their works on retail chains and large infrastructures. This chapter studies the multichannel integration strategies for small and medium retailers, formulating a multichannel integration codification scheme and explaining the barriers and related solutions under these strategic decisions.

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