Multi-Channel Strategies: Capturing and Exploring Diversity in the European Retail Grocery Industry

Authors:
Claas MüLler-Lankenau;Kai Wehmeyer;Stefan Klein
Affiliations:
European Research Center for Information Systems (ERCIS), and the Department of Information Systems, University of Münster, Germany;European Research Center for Information Systems (ERCIS), and the Department of Information Systems, University of Münster, Germany;Management Information Systems Department, University College, Dublin, Ireland
Venue:
International Journal of Electronic Commerce
Year:
2006

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Abstract

This paper addresses the multi-channel strategies deployed in the European retail grocery industry. It classifies the strategies based on an analysis of the on-line activities of 25 European retail grocers and further investigates the diversity captured in the classification in terms of two factors that are assumed to influence multi-channel strategy choices: the individual retailer's general marketing strategy and national market structures.