Multichannel marketing: the operational construct and firms' motivation to adopt. (9th November 2016)

• Record Type: Journal Article
• Authors: Chen, Shan; Lamberti, Lucio
• Is Part Of: Journal of strategic marketing. Volume 24:Number 7(2016)
• Page Start: 594
• Page End: 616
• Publication Date: 2016-11-09
• Subjects: multichannel marketing -- operational construct -- motivation -- definition; Marketing -- Periodicals; Marketing -- Management -- Periodicals; 658.8005
• DOI: 10.1080/0965254X.2016.1148759
• Languages: English
• ISSNs: 0965-254X

Abstract

Abstract : Multichannel marketing has been gaining attention to its importance in both practice and research in the recent years with the rapid diffusion of Information Communication Technology. Due to the relative recency and rapid proliferation of research in the subject, the literature lacks a well-defined construct of multichannel marketing generalizable to different types of firms, and lacks understanding of the actual reasons that firms adopt multichannel marketing. Through comparing and complementing the extant literature with practitioners' perspectives from interviews with 32 Italian firms, the authors propose a comprehensive and generalizable framework of the multichannel marketing construct, and identify and categorize the firms' motivations to adopt the multichannel marketing practice. Furthermore, some unforeseen but interesting factors emerged from the interviews. Future research opportunities and managerial implications of the study are discussed.