Citation:
Hugh Wilson and Elizabeth Daniel, The multi-channel challenge: A dynamic capability approach, Industrial Marketing Management, Volume 36, Issue 1, Multi-Channel Strategy in B2B Markets, January 2007, Pages 10-20.
Abstract:
The maturing of e-commerce, the diffusion of call centres into the B2B space and
purchaser demands on price and service are leading to rapid change in the route
to market in many B2B sectors, with shifting combinations of channels being
offered to the customer in the search for advantage. In this situation managers
can no longer rely on the channel resources that they have assembled to provide
their extant competitive position. Instead they must be able to combine
resources in new ways, gain additional resources and dispose of superfluous
resources, and to do this repeatedly and rapidly if they are to compete
successfully. The term ‘dynamic capabilities’ has emerged in the strategic
management literature for these activities. Using four case studies and the
analytic induction approach to data analysis, we identify seven dynamic
capabilities for channel transformat