Authors:
Ing-Long Wu
1
;
Chu-Ying Fu
2
and
Chin-Wei Lee
3
Affiliations:
1
National Chung Cheng University, Taiwan
;
2
WuFeng Institute of Technology, Taiwan
;
3
BenQ Corporation, Taiwan
Keyword(s):
Clicks-and-bricks strategy, Channel management, Customer relationships, e-business.
Related
Ontology
Subjects/Areas/Topics:
B2B, B2C and C2C
;
B2C/B2B Considerations
;
Business and Social Applications
;
Communication and Software Technologies and Architectures
;
e-Business
;
Enterprise Information Systems
;
Process Design and Organisational Issues in E-Commerce
;
Society, e-Business and e-Government
;
Software Agents and Internet Computing
;
Web Information Systems and Technologies
Abstract:
The growth of e-business has been experiencing a tremendous change in recent years. The initial prosperity in e-business has now been replaced by the recent trend in a series of bankruptcies and acquisitions. Business managers begin to consider new business models in terms of the integration of virtual and physical operations to support more and different services to customers. The key to success in e-business lies in how you carry out the integration between online and offline business. However, past research just literally discussed the important relevant issues of clicks-and-bricks strategy and channel management. There was lack of a complete and solid process to effectively guide the implementation of the integration. Therefore, this study proposed a three-step process based on a strategic perspective: (1) strategy integration (2) channel coordination, and (3) synergy realization. The results indicate that the right strategy integration significantly influences synergies realiza
tion through the significant channel coordinations.
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