Can Brick-and-Mortar Retailers Successfully Become Multichannel Retailers?

  title={Can Brick-and-Mortar Retailers Successfully Become Multichannel Retailers?},
  author={Arpita Agnihotri},
  journal={Journal of Marketing Channels},
  pages={62 - 73}
  • A. Agnihotri
  • Published 2 January 2015
  • Business, Engineering, Computer Science
  • Journal of Marketing Channels
ABSTRACT The critical success factors required by brick-and-mortar retailers to successfully transform into multichannel retailers are analyzed in this study. We identify threshold resources and success factors required to survive in the online retailing industry. We suggest that by leveraging their already existing assets and augmenting certain resources and capabilities, brick-and-mortar retailers would be able to exploit gaps in online retailing and use opportunities arising from them, thus… 
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