Indexed by:期刊论文

Date of Publication:2018-04-01

Journal:INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT

Included Journals:SCIE、EI、SSCI

Volume:39

Page Number:136-145

ISSN No.:0268-4012

Key Words:Channel conflict management strategy; Online channel; Offline channel; Resource orchestration; Capability

Abstract:The rapid development of e-commerce is driving many traditional manufacturing enterprises to establish online channels. This typically leads to online and offline channel conflicts for these enterprises. Existing studies on channel conflict management primarily focus on describing the conflicts and discussing the types of strategies. Utilizing the case study method and taking the resource orchestration perspective as the theoretical lens, this study examines the implementation processes of online and offline channel integration and segmentation strategies in two Chinese manufacturing enterprises. The findings reveal the prerequisite to select online and offline integration and segmentation strategies, and specific resource orchestration actions and capabilities generated under the guidance of the integration and segmentation strategies. This study has theoretical implications to the online and offline channel conflict management strategies by extending the "what" question to the "how" question. In addition, this study also provides references to practitioners for selecting and implementing appropriate online and offline channel conflict management strategies.