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Multi-channel management: an exploratory study of current practices

Author

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  • Lea M. Wakolbinger
  • Christian Stummer

Abstract

While web services have enabled seamless interoperability among heterogeneous IT implementations for multiple channels, innovative information and business services may further advance multi-channel integration. In investigating current practices of multi-channel management as a prerequisite for developing proper services, this paper may prepare the ground for such endeavours. It provides a literature review as well as insights from interviews with practitioners from top and middle management in major firms operating multiple channels in Austria. We discuss competitive advantages as well as challenges to be faced when establishing multiple distribution channels, e.g., by adding a mobile channel to an existing brick-and-mortar store, and outline measures of coordinating and integrating multiple channels. It can be shown, that multi-channel practice considerably differs between industries. Multi-channel integration activities, in particular, so far only play a minor role, but constitute a promising field of research in the forthcoming decade.

Suggested Citation

  • Lea M. Wakolbinger & Christian Stummer, 2013. "Multi-channel management: an exploratory study of current practices," International Journal of Services, Economics and Management, Inderscience Enterprises Ltd, vol. 5(1/2), pages 112-124.
    • Handle: RePEc:ids:injsem:v:5:y:2013:i:1/2:p:112-124
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    Citations

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    Cited by:

    1. Lea Sonderegger-Wakolbinger & Christian Stummer, 2015. "An agent-based simulation of customer multi-channel choice behavior," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 23(2), pages 459-477, June.
    2. Tuğba Yeğin & Muhammad Ikram, 2022. "Developing a Sustainable Omnichannel Strategic Framework toward Circular Revolution: An Integrated Approach," Sustainability, MDPI, vol. 14(18), pages 1-25, September.

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