Reducing buyer search costs: implications for electronic marketplaces
Management Science - Special issue: Frontier research on information systems and economics
The Company of the Future: How the Communications Revolution Is Changing Management
The Company of the Future: How the Communications Revolution Is Changing Management
Digital Darwinism: 7 Breakthrough Business Strategies for Surviving in the Cutthroat Web Economy
Digital Darwinism: 7 Breakthrough Business Strategies for Surviving in the Cutthroat Web Economy
The Dynamics of Click-and-Mortar Electronic Commerce: Opportunities and Management Strategies
International Journal of Electronic Commerce
A knowledge-based intelligent electronic commerce system for selling agricultural products
Computers and Electronics in Agriculture
Retail managers' perspectives on the effectiveness of corporate e-personalisation initiatives
International Journal of Business Information Systems
Microchip implants' logistical efficiencies and ethical issues
International Journal of Mobile Communications
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Firms continue to focus more attention on how to make use of the Internet for commercial purposes. Traditional firms are integrating their existing market channels and their online presence, into what is often called click-and-mortar e-commerce. In this paper we will discuss how click-and-mortar e-commerce generates synergies and customer value, and what implications it has for the type of customers and the geographical market a firm serves. The analysis of eighteen Dutch firms from a variety of industries has the following results. First of all, click-and-mortar e-commerce is used to strengthen relations with existing customers in geographical markets where firms are already active. Secondly, click-and-mortar firms are able to serve relocating customers and re-establish contact with customers who have moved away. Thirdly, click-anf-mortar e-commerce can make it easier and less costly to make a purchase within a firm's existing market, which may have the effect of bringing in new customers in that market. Contrary to the usual expectations for e-commerce, click-and-mortar e-commerce are to a lesser extent used to penetrate new, more distant geographical markets, nationally as well as internationally. The case studies also indicate that the degree of click-and-mortar e-commerce integration influences the way in which firms exploit synergies, as well as the possibilities to target different customers and geographical markets.