Performance Implications of Multi-Channel Strategic Decisions by Incumbent Retailers: The Role of Order of Entry and Degree of Inter-Channel Coordination

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The rapidly intensifying adoption of the Internet channel for marketing and sales by incumbent bricks-and-mortar retailers underscores the importance of assessing the impact of the online channel strategies on firm performance in the dynamic competitive environment. At the time when store-based retailers increasingly dominate online sales the questions of when and how an incumbent retailer should adopt an online channel to achieve and sustain a competitive advantage are of utmost interest for both marketing scholars and practitioners. This dissertation investigates the role of two strategic decisions in affecting firm performance: (a) the order of adopting an online channel by incumbent ... continued below

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Pentina, Iryna May 2008.

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  • Pentina, Iryna

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Description

The rapidly intensifying adoption of the Internet channel for marketing and sales by incumbent bricks-and-mortar retailers underscores the importance of assessing the impact of the online channel strategies on firm performance in the dynamic competitive environment. At the time when store-based retailers increasingly dominate online sales the questions of when and how an incumbent retailer should adopt an online channel to achieve and sustain a competitive advantage are of utmost interest for both marketing scholars and practitioners. This dissertation investigates the role of two strategic decisions in affecting firm performance: (a) the order of adopting an online channel by incumbent retailers and (b) the degree of coordination between store and online sales channels. The resource-based view and the dynamic capabilities approach are used as theoretical foundations for the study. Following resource-based logic and applying a contingency perspective, this research proposes that firm-specific resource endowments determine the success of the order of online entry strategy for incumbent retailers. This dissertation utilizes the dynamic capabilities approach to propose that the strategy of inter-channel channel coordination leads to higher performance when core, unique dynamic capabilities pertaining to e-commerce are developed in-house, as opposed to being outsourced. By posing and answering the research questions regarding the role of strategic decisions of order of online entry and channel coordination in enhancing long-term financial and operational performance, this dissertation contributes to the development of strategic theory in the nascent areas of electronic commerce and multi-channel retailing, provides further empirical support to resource-based theory of competitive advantage, and assists managers in formulating more informed strategic objectives for achieving multi-channel competitive advantage.

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  • May 2008

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  • Oct. 2, 2008, 4:45 p.m.

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  • Oct. 31, 2008, 3:42 p.m.

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Pentina, Iryna. Performance Implications of Multi-Channel Strategic Decisions by Incumbent Retailers: The Role of Order of Entry and Degree of Inter-Channel Coordination, dissertation, May 2008; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc6065/: accessed September 24, 2017), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .