The Multi-Channel Challenge: A dynamic capability approach.

Date

2007-01-01T00:00:00Z

Supervisor/s

Journal Title

Journal ISSN

Volume Title

Publisher

Elsevier Science B.V., Amsterdam.

Department

Type

Article

ISSN

0019-8501

Format

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

Description

Software Description

Software Language

Github

Keywords

Marketing channels, Business-to-business, Dynamic capabilities, Resource based view, Case studies, Analytic induction

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