A metrics system for the performance measurement of online distribution channels of multi-channel retailers

نویسندگان

  • Claudia Hienerth
  • David Meyer
چکیده

The Internet changed from a pure information media to a distribution channel, challenging companies in measuring the performance of their online distribution channels. Multi-channel retailers are particularly concerned since they need to coordinate their efforts with traditional, offline retailing activities. The paper at hand presents a corresponding metrics system derived from literature and a Delphi study, allowing for comparability with offline channels.

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تاریخ انتشار 2009