Integrating brick and mortar locations with e-commerce: understanding synergy opportunities

  title={Integrating brick and mortar locations with e-commerce: understanding synergy opportunities},
  author={Charles Steinfield and Thomas Adelaar and Ying-ju Lai},
  journal={Proceedings of the 35th Annual Hawaii International Conference on System Sciences},
Little empirical work has directly addressed the sources of competitive advantage of the click and mortar e-commerce approach, despite growing recognition of its importance as a business model. In this paper, we introduce a framework to describe the areas of physical and virtual synergy in click and mortar enterprises, the management actions for achieving synergies and avoiding channel conflicts, and the types of benefits that may be obtained. Case studies of ten US companies, including both… 

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