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Getting the most from E-commerce in the context of omnichannel strategies

Author

Listed:
  • Valeria Belvedere

    (Università Cattolica)

  • Elisa Martina Martinelli

    (Università Cattolica)

  • Annalisa Tunisini

    (Università Cattolica)

Abstract

E-commerce in the context of sales and distribution strategy has become a heavily used channel and companies need to manage it correctly and integrate it with a variety of other online and offline channels. Based on the literature, two factors are recognized as relevant for the elaboration of a conceptual framework able to explain the actions undertaken by leading companies to effectively get the most from an e-commerce strategy integrated within the overall omnichannel strategy. The two factors are: main distribution channel (direct/indirect) and product value density (high/low). Through the analysis of four case studies (Luxottica, Henkel, Ikea, and Ferragamo), we show that these factors produce different benefits and challenges that companies face when embracing e-commerce. We analyze these benefits and challenges from the viewpoint of both Marketing and Supply Chain Management.

Suggested Citation

  • Valeria Belvedere & Elisa Martina Martinelli & Annalisa Tunisini, 2021. "Getting the most from E-commerce in the context of omnichannel strategies," Italian Journal of Marketing, Springer, vol. 2021(4), pages 331-349, December.
    • Handle: RePEc:spr:ijmark:v:2021:y:2021:i:4:d:10.1007_s43039-021-00037-6
    DOI: 10.1007/s43039-021-00037-6
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    References listed on IDEAS

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    Cited by:

    1. Hyo Geun Song & Hyeon Jo, 2023. "Understanding the Continuance Intention of Omnichannel: Combining TAM and TPB," Sustainability, MDPI, vol. 15(4), pages 1-20, February.
    2. Eleonora Maria & Michele Simoni & Giuseppe Pedeliento & Marco Galvagno, 2021. "The long Covid effect in marketing and consumer research," Italian Journal of Marketing, Springer, vol. 2021(4), pages 297-303, December.
    3. Salim Moussa, 2022. "The propagation of error: retracted articles in marketing and their citations," Italian Journal of Marketing, Springer, vol. 2022(1), pages 11-36, March.

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