Investigating the Impact of Firm Strategy – Click-and- Brick, Brick-and-Mortar, and Pure-Click – on Financial Performance

Attracted by the numerous benefits of E-commerce, many traditional brick-and-mortar firms have embraced the Internet to supplement their business operations and have adopted the “click-and-brick” approach. Despite these changes, insufficient empirical research has been conducted on the impact of different firm types on financial performance. Based on the resource-based view, this study presents empirical research examining the possible ramifications and an overall impact. This study does this by comparing financial performance of click-and-brick firms with the performance of traditional, as well as pure-click firms that rely solely on the Internet.