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Examining effectiveness of online and offline channel integration

Chung Heon Oh (Korea University, Seoul, Republic of Korea)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 19 August 2021

Issue publication date: 3 January 2022

817

Abstract

Purpose

Channel conflicts between initial providers (IPs) and independent middlemen (IMM) can hinder the market penetration of IPs, especially for small- and medium-sized enterprises with low brand awareness.

Design/methodology/approach

A case study is used to describe the introduction of an agent-friendly graphic user interface (AFGUI) as a compromise for the basic needs of the IP and IMM, both for the successful market entry of IPs and to encourage the IMM to accept original brand manufacturing (OBM), which can maximize the benefits of IPs after a successful product/service launch.

Findings

This case study shows that the AFGUI significantly contributes to increasing the IMM’s OBM selection. Comparing the “before AFGUI introduction” group to the group of IMMs who have been SeaHerb’s – a manufacturer of brown seaweed extract – IMM for fewer than three years shows that the latter group’s OBM selection can positively affect the order amount.

Originality/value

The AFGUI can integrate traditional offline distribution channel systems into online distribution systems. Regarding the AFGUI’s functional effectiveness for preventing fake sellers and fake products, further research on its adoption by online platform providers (e.g. Amazon and eBay) is recommended.

Keywords

Acknowledgements

The author expresses his deepest gratitude to Professor Dr Andriani Pierpaolo, who served as his mentor and friend throughout his doctoral program. When the author needed encouragement, the professor provided support, and when the author needed him to be a strict taskmaster, the professor fulfilled that role. Through it all, the professor was always in the author’s corner.

Citation

Oh, C.H. (2022), "Examining effectiveness of online and offline channel integration", Journal of Business & Industrial Marketing, Vol. 37 No. 1, pp. 225-240. https://doi.org/10.1108/JBIM-02-2021-0130

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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