Pure Plays Versus Brick And Clicks: Performance Implications of Internet-based Electronic Commerce Marketing Strategy and Channel Structure
نویسندگان
چکیده
Pure plays use the Internet as a market entry strategy and brick and clicks use the Internet as an alternate channel of distribution. Several theoretical frameworks are used to explore strategic and performance differences between business models. Results from a sample of 240 firms engaged in Internet-based consumer marketing suggest that brick and clicks are more effective than pure plays at using the Internet for brand equity building. Moreover, brick and clicks also enjoy higher profit expectations. However, using the Internet as a channel for sales transactions has a negative impact on profit expectations for both business models.
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