Business Commons^™

"To Integrate Or To Differentiate?" - Towards Resolving A Multi-Channel Dilemma Investigation Of The Effects Of Channel Integration Strategies On Consumers' Evaluations Of Multi-Channel Utility And Their Adoption Of Multi-Channel Shopping, Elena Kiryanova Bernard

LSU Doctoral Dissertations

Multi-channel retailers have been adopting different multi-channel formats that range from complete channel separation (e.g., Victoria's Secret) to close integration (e.g., Bed, Bath and Beyond). The purpose of this dissertation is to determine which multi-channel strategy offers the most value to multi-channel shoppers. The success of a multi-channel retailing strategy is believed to depend on the degree of channel complementarity as perceived by the retailer's customers. Channel complementarity is defined as the degree to which multiple retail channels work synergistically to create value. Complementary channels give customers integrated solutions that create more value than the sum of the parts. It …