The Impact of Cross-Channel Integration on Retailers’ Sales Growth

Lanlan Cao and Li Li

Journal of Retailing, 2015, vol. 91, issue 2, 198-216

Abstract: The authors propose a conceptual framework to explain whether and under what firm-level conditions cross-channel integration impacts firm sales growth. To test the theory, the authors conduct a qualitative grounded-theory study to build a measurement tool for cross-channel integration at four levels and analyze longitudinal data on 71 publicly traded U.S. retail firms from 2008 to 2011, gathered from multiple secondary sources. The findings reveal that cross-channel integration stimulates sales growth, but that firm online experience and physical-store presence weaken this effect.

Keywords: Multi-channel retailing; Cross-channel integration; Channel additions; Sales growth; Grounded theory (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (94)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:91:y:2015:i:2:p:198-216

DOI: 10.1016/j.jretai.2014.12.005

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