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Configurations of business strategy and marketing channels for e-commerce and traditional retail formats: A Qualitative Comparison Analysis (QCA) in sporting goods retailing

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  • Johansson, Tobias
  • Kask, Johan

Abstract

This article applies a configurational approach to study the fit between retail format, business strategy, and multi-channel setup. Its empirical material consists of five case studies, and a data set of 74 sporting goods retailers in Sweden. Our results show that a retailer can create strategic advantages when its multi-channel setup fits with its business strategy, and that retail format is important for explaining differences in growth and profit, the former being assigned to e-commerce and the latter to physical stores. Moreover, the study reveals that to some extent online channels also have positive performance implications for physical store retailers.

Suggested Citation

  • Johansson, Tobias & Kask, Johan, 2017. "Configurations of business strategy and marketing channels for e-commerce and traditional retail formats: A Qualitative Comparison Analysis (QCA) in sporting goods retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 326-333.
    • Handle: RePEc:eee:joreco:v:34:y:2017:i:c:p:326-333
    DOI: 10.1016/j.jretconser.2016.07.009
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    References listed on IDEAS

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    3. Alexandra Fernandes & Luís U. Afonso, 2020. "Online Sales and Business Model Innovation in Art Markets: A Case Study," Social Sciences, MDPI, vol. 9(2), pages 1-15, January.

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