publication . Article . 2016

MULTICHANNEL STRATEGY – THE DOMINANT APPROACH IN MODERN RETAILING

Stojković Dragan; Lovreta Stipe; Bogetić Zoran;
Open Access
  • Published: 01 Jan 2016 Journal: Ekonomski anali, volume 61, pages 105-127 (issn: 0013-3264, eissn: 1820-7375, Copyright policy)
  • Publisher: National Library of Serbia
Abstract
The purpose of this paper is to thoroughly analyse the concept of multichannel strategy, focussing on retail, to enable the academic community and marketers to better understand its advantages and disadvantages. This paper presents a comprehensive literature review and financial data analysis. The authors have analysed the financial data of 88 retail companies in the 2007 to 2014 period, and have proven that the importance of multichannel strategy has grown with the emergence of e-commerce. The main hypothesis is that the multichannel concept dominates modern marketing channels because it is widely accepted and provides superior financial performance. Multichann...
Subjects
free text keywords: multichannel strategy, retailing, e-commerce, marketing channels, Economic growth, development, planning, HD72-88
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