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Understanding e-commerce strategies anew: What happens when everyone turns hybrid?
Örebro University, Orebro University School of Business, Örebro University, Sweden. (CEROC)ORCID iD: 0000-0002-7153-3977
Örebro University, Orebro University School of Business, Örebro University, Sweden.
Örebro University, Orebro University School of Business, Örebro University, Sweden.ORCID iD: 0000-0002-0708-509X
Örebro University, Orebro University School of Business, Örebro University, Sweden.ORCID iD: 0000-0002-6646-9798
2016 (English)Conference paper, Abstract (Other academic)
Abstract [en]

Even though current research literature pays much attention to e-commerce as an aspect of retailing, relatively few strategic approaches elaborate on the fact that many contemporary retail firms are hybrid firms, which implies offering products both online and offline. Notably, much of extant research sets off from the premise that traditional retail chains adopt e-commerce to complement the physical stores. An important observation is that today also ‘pure’ e-tailers open physical stores, which means that hybridization develops from different vantage points. Current strategic understandings of hybrid firms’ strategies do not necessarily take into account the different and sometimes contrary approaches to what it means to be a hybrid firm. The purpose of this article is to develop a two-dimensional model of strategic choice in hybrid firms. It makes it possible to identify different strategies along the dimensions of a) locality (of the physical store) and b) the role of the physical store when it comes to distribution. Through this approach, a deeper strategic understanding is reached, for example with regard to the physical distribution aspect of hybrid firms.

Place, publisher, year, edition, pages
2016.
Keyword [en]
E-commerce, Hybrid, Market-orientation, Multi-presence, Retail, Strategy, Supply-orientation, Uni-presence
National Category
Business Administration
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:oru:diva-53326OAI: oai:DiVA.org:oru-53326DiVA: diva2:1040781
Conference
Nordic Retail and Wholesale Conference 2016, Aarhus, Denmark, November 8-19, 2016
Funder
Swedish Retail and Wholesale Development Council
Available from: 2016-10-28 Created: 2016-10-28 Last updated: 2016-11-01Bibliographically approved

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Frostenson, MagnusHasche, NinaHelin, SvenPrenkert, Frans
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Orebro University School of Business, Örebro University, Sweden
Business Administration

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