Wilson, Hugh N. and Daniel, Elizabeth (2007) The multi-channel challenge : a dynamic capability approach. Industrial Marketing Management, 36 (1). pp. 10-20. doi:10.1016/j.indmarman.2006.06.015 ISSN 0019-8501.

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Abstract

The maturing of e-commerce, the diffusion of call centres into the B2B space and purchaser demands on price and service are leading to rapid change in the route to market in many B2B sectors, with shifting combinations of channels being offered to the customer in the search for advantage. In this situation managers can no longer rely on the channel resources that they have assembled to provide their extant competitive position. Instead they must be able to combine resources in new ways, gain additional resources and dispose of superfluous resources, and to do this repeatedly and rapidly if they are to compete successfully. The term ‘dynamic capabilities’ has emerged in the strategic management literature for these activities. Using four case studies and the analytic induction approach to data analysis, we identify seven dynamic capabilities for channel transformation.

Item Type:	Journal Article
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	Industrial Marketing Management
Publisher:	Elsevier Inc.
ISSN:	0019-8501
Official Date:	2007
Dates:	Date Event 2007 Published
Volume:	36
Number:	1
Page Range:	pp. 10-20
DOI:	10.1016/j.indmarman.2006.06.015
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access

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