Electronic markets and electronic hierarchies
Communications of the ACM
Information rules: a strategic guide to the network economy
Information rules: a strategic guide to the network economy
Requirements Engineering: A Structured Project Information Approach
Requirements Engineering: A Structured Project Information Approach
Enticing online consumers: an extended technology acceptance perspective
Information and Management
The Dynamics of Click-and-Mortar Electronic Commerce: Opportunities and Management Strategies
International Journal of Electronic Commerce
An Evaluation of Cyber-Bookshops: The WebQual Method
International Journal of Electronic Commerce
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Organisations face serious challenges in optimising their channel mix. The research question of how to design a multi-channel mix is broken down into a 'what' (content) and a 'how' (process) question: What are the strengths and weaknesses per channel throughout the sales cycle, and how can they be used in a channel mix? What are the characteristics of multi-channel design processes, and which demands do they place on design support methods? Combined use of the web, call centres, retail stores and personal sales in multiple cases were studied. Regarding design content, several significant differences among the support these channels can provide were found. Regarding design processes, ill-structured and solution driven processes were observed. Some of the design process challenges are as follows: speed, team communication, customer centricity, focused decision-making and implementation, and maintaining cohesion across channels, stakeholder interests and design.