Adding Bricks to Clicks – Online Retail Evolution

Agnes Sophie Roggentin and Ramona Waldau

Marketing Review St.Gallen, 2019, vol. 36, issue 3, 64-71

Abstract: The integration of an offline channel creates various (non-)monetary benefits for former pure online retailers. Nevertheless, this strategic development is an ongoing learning process for retailers and involves a fundamental corporate culture change. It therefore needs to be pursued cautiously, given the challenges that will arise.

Date: 2019
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