Understanding the online channel extension of traditional retailers: Online-offline and online-prototypical congruence

Many Chinese traditional retailers have turned to the multichannel forms by establishing their own online stores. When doing so, retail managers face a difficult choice between two online marketing orientations: “pursuit of ideal” (i.e. online-prototypical congruence orientation) and “retention of t...

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Bibliographic Details
Main Authors: Wu Jinfeng, Li Yilong
Format: Article
Published: EDP Sciences 2016-01-01
Series:SHS Web of Conferences
Online Access:http://dx.doi.org/10.1051/shsconf/20162401004