Internet channel conflict: Problems and solutions

Abstract

This chapter reports the findings of a large-scale study investigating the issues that arise when firms introduce a new Internet channel. Our analysis offers three key contributions. First, we provide a framework to guide firms in anticipating and understanding the unique challenges of introducing an Internet channel. Second, we present a menu of alternatives to address these challenges. Finally, we pose a series of questions which identify which solutions are most appropriate given the particular market and firm context.

Citation

Anderson, E.T., Simester, D. and Zettelmeyer, F. (2010), "Internet channel conflict: Problems and solutions", Malhotra, N.K. (Ed.) Review of Marketing Research (Review of Marketing Research, Vol. 7), Emerald Group Publishing Limited, Leeds, pp. 63-92. https://doi.org/10.1108/S1548-6435(2010)0000007007