The impact of cross-channel integration on retailers’ sales growth

• Autores: Lanlan Cao, Li Li
• Localización: Journal of retailing, ISSN 0022-4359, Vol. 91, Nº 2, 2015, págs. 198-216
• Idioma: inglés
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• Dialnet Métricas: 6 Citas
• Resumen

  • 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.