Getting the most from E-commerce in the context of omnichannel strategies

Valeria Belvedere (), Elisa Martina Martinelli () and Annalisa Tunisini
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Valeria Belvedere: Università Cattolica
Elisa Martina Martinelli: Università Cattolica

Italian Journal of Marketing, 2021, vol. 2021, issue 4, No 3, 349 pages

Abstract: Abstract E-commerce in the context of sales and distribution strategy has become a heavily used channel and companies need to manage it correctly and integrate it with a variety of other online and offline channels. Based on the literature, two factors are recognized as relevant for the elaboration of a conceptual framework able to explain the actions undertaken by leading companies to effectively get the most from an e-commerce strategy integrated within the overall omnichannel strategy. The two factors are: main distribution channel (direct/indirect) and product value density (high/low). Through the analysis of four case studies (Luxottica, Henkel, Ikea, and Ferragamo), we show that these factors produce different benefits and challenges that companies face when embracing e-commerce. We analyze these benefits and challenges from the viewpoint of both Marketing and Supply Chain Management.

Keywords: E-commerce; Omnichannel; Marketing; Logistics; Supply Chain Management; Distribution channel; Value density (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (4)

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DOI: 10.1007/s43039-021-00037-6

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