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Implementation processes of online and offline channel conflict management strategies in manufacturing enterprises: A resource orchestration perspective

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  • Du, Yiwei
  • Cui, Miao
  • Su, Jingqin

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.

Suggested Citation

  • Du, Yiwei & Cui, Miao & Su, Jingqin, 2018. "Implementation processes of online and offline channel conflict management strategies in manufacturing enterprises: A resource orchestration perspective," International Journal of Information Management, Elsevier, vol. 39(C), pages 136-145.
    • Handle: RePEc:eee:ininma:v:39:y:2018:i:c:p:136-145
    DOI: 10.1016/j.ijinfomgt.2017.11.006
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    3. Tahirov, Nail & Glock, Christoph H., 2022. "Manufacturer encroachment and channel conflicts: A systematic review of the literature," European Journal of Operational Research, Elsevier, vol. 302(2), pages 403-426.
    4. Ao Shen & Peng Wang & Yongyuan Ma, 2022. "When crowding‐in and when crowding‐out? The boundary conditions on the relationship between negative online reviews and online sales," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(6), pages 2016-2032, September.
    5. Jonas Eduardsen & Svetla Marinova & Leonidas C. Leonidou & Paul Christodoulides, 2023. "Organizational Influences and Performance Impact of Cross-Border E-Commerce Barriers: The Moderating Role of Home Country Digital Infrastructure and Foreign Market Internet Penetration," Management International Review, Springer, vol. 63(3), pages 433-467, June.
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    7. Li, Yang & Chen, Meng & Cai, Zhao & Liu, Hefu, 2023. "Online-offline channel integration and innovation ambidexterity: Roles of top management team and environmental dynamism," Journal of Business Research, Elsevier, vol. 160(C).

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