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Article Dans Une Revue Journal of Retailing Année : 2015

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

Lanlan Cao
  • Fonction : Auteur
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  • IdRef : 139145710
Li Li

Résumé

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.
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Dates et versions

hal-02009466 , version 1 (06-02-2019)

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Lanlan Cao, Li Li. The Impact of Cross-Channel Integration on Retailers’ Sales Growth. Journal of Retailing, 2015, 91 (2), pp.198-216. ⟨10.1016/j.jretai.2014.12.005⟩. ⟨hal-02009466⟩
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