Configurations of business strategy and marketing channels for e-commerce and traditional retail formats: A Qualitative Comparison Analysis (QCA) in sporting goods retailing

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• 作者：Tobias Johansson ^{Tobias.johansson@oru.se} ; Johan Kask ; ^{johan.kask@oru.se}
• 关键词：Multi-channel setup ; Retail format ; Business strategy ; Configurations ; Qualitative Comparison Analysis (QCA) ; Sporting goods
• 刊名：Journal of Retailing and Consumer Services
• 出版年：2017
• 出版时间：January 2017
• 年：2017
• 卷：34
• 期：Complete
• 页码：326-333
• 全文大小：306 K
• 卷排序：34

文摘

This article applies a configurational approach to study the fit between retail format, business strategy, and multi-channel setup. Its empirical material consists of five case studies, and a data set of 74 sporting goods retailers in Sweden. Our results show that a retailer can create strategic advantages when its multi-channel setup fits with its business strategy, and that retail format is important for explaining differences in growth and profit, the former being assigned to e-commerce and the latter to physical stores. Moreover, the study reveals that to some extent online channels also have positive performance implications for physical store retailers.