Internet channel conflict: Problems and solutions

Research output: Chapter in Book/Report/Conference proceedingChapter

4 Scopus citations

Abstract

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.

Original languageEnglish (US)
Title of host publicationReview of Marketing Research
EditorsNaresh Malhotra
Pages63-92
Number of pages30
DOIs
StatePublished - Dec 1 2010

Publication series

NameReview of Marketing Research
Volume7
ISSN (Print)1548-6435
ISSN (Electronic)1944-7035

ASJC Scopus subject areas

  • Marketing

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  • Cite this

    Anderson, E. T., Simester, D., & Zettelmeyer, F. (2010). Internet channel conflict: Problems and solutions. In N. Malhotra (Ed.), Review of Marketing Research (pp. 63-92). (Review of Marketing Research; Vol. 7). https://doi.org/10.1108/S1548-6435(2010)0000007007