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The Impact of Cross-Channel Integration on Retailers’ Sales Growth

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  • Cao, Lanlan
  • Li, Li

Abstract

The authors propose a conceptual framework to explain whether and under what firm-level conditions cross-channel integration impacts firm sales growth. To test the theory, the authors conduct a qualitative grounded-theory study to build a measurement tool for cross-channel integration at four levels and analyze longitudinal data on 71 publicly traded U.S. retail firms from 2008 to 2011, gathered from multiple secondary sources. The findings reveal that cross-channel integration stimulates sales growth, but that firm online experience and physical-store presence weaken this effect.

Suggested Citation

  • Cao, Lanlan & Li, Li, 2015. "The Impact of Cross-Channel Integration on Retailers’ Sales Growth," Journal of Retailing, Elsevier, vol. 91(2), pages 198-216.
    • Handle: RePEc:eee:jouret:v:91:y:2015:i:2:p:198-216
    DOI: 10.1016/j.jretai.2014.12.005
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    References listed on IDEAS

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