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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2016-01-01
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| Series: | SHS Web of Conferences |
| Subjects: | |
| Online Access: | http://dx.doi.org/10.1051/shsconf/20162401004 |