TY - CHAP
T1 - Internet channel conflict
T2 - Problems and solutions
AU - Anderson, Eric T.
AU - Simester, Duncan
AU - Zettelmeyer, Florian
PY - 2010
Y1 - 2010
N2 - This chapter reports the findings of a large-scale study investigating the issues that arise when firms introduce a new Internet channel. Our analysis offers three key contributions. First, we provide a framework to guide firms in anticipating and understanding the unique challenges of introducing an Internet channel. Second, we present a menu of alternatives to address these challenges. Finally, we pose a series of questions which identify which solutions are most appropriate given the particular market and firm context.
AB - This chapter reports the findings of a large-scale study investigating the issues that arise when firms introduce a new Internet channel. Our analysis offers three key contributions. First, we provide a framework to guide firms in anticipating and understanding the unique challenges of introducing an Internet channel. Second, we present a menu of alternatives to address these challenges. Finally, we pose a series of questions which identify which solutions are most appropriate given the particular market and firm context.
UR - http://www.scopus.com/inward/record.url?scp=84887097611&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84887097611&partnerID=8YFLogxK
U2 - 10.1108/S1548-6435(2010)0000007007
DO - 10.1108/S1548-6435(2010)0000007007
M3 - Chapter
AN - SCOPUS:84887097611
SN - 9780857244758
T3 - Review of Marketing Research
SP - 63
EP - 92
BT - Review of Marketing Research
A2 - Malhotra, Naresh
ER -