Can Brick-and-Mortar Retailers Successfully Become Multichannel Retailers?

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28 Scopus citations


ABSTRACT: The critical success factors required by brick-and-mortar retailers to successfully transform into multichannel retailers are analyzed in this study. We identify threshold resources and success factors required to survive in the online retailing industry. We suggest that by leveraging their already existing assets and augmenting certain resources and capabilities, brick-and-mortar retailers would be able to exploit gaps in online retailing and use opportunities arising from them, thus gaining a competitive edge over online retailers.

Original languageEnglish (US)
Pages (from-to)62-73
Number of pages12
JournalJournal of Marketing Channels
Issue number1
StatePublished - Jan 2 2015

All Science Journal Classification (ASJC) codes

  • Marketing


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