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

Lanlan Cao and Li Li
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Lanlan Cao: NEOMA - Neoma Business School
Li Li: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier

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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.

Date: 2015-06
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Citations: View citations in EconPapers (84)

Published in Journal of Retailing, 2015, 91 (2), pp.198-216. ⟨10.1016/j.jretai.2014.12.005⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02009466

DOI: 10.1016/j.jretai.2014.12.005

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