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S. Jackson (2010)
Channel innovation for the rest of usJournal of Business Strategy, 31
N. Fabbe-Costes, Marianne Jahre (2008)
Supply Chain Integration and Performance - A Review of the Evidence
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PurposeWhen a company simultaneously manages several distribution channels, there are important issues regarding the sharing of marketing and logistical resources. This paper aims to discuss the integration of sales staff, communication and logistical operations to improve service delivery to multi-channel consumers.Design/methodology/approachThe paper is based on a literature review regarding multi-channel strategy to build a conceptual framework. This framework is discussed using three illustrations from the French multi-channel distribution field (King Jouet, Fnac and Darty).FindingsThe exploratory research underlines the importance of information about how consumers order in different channels. This makes the global management of different channels difficult and threatens marketing and logistical sharing.Practical implicationsThe integration process is becoming increasingly important in service recovery. Companies must therefore facilitate total access to logistical information. This requires an organisational interaction between marketing and the supply chain activities.Originality/valueThe paper underlines the importance of the integration process in service recovery management, particularly when a defective product must be replaced and a new product be made available to consumers.
Journal of Business Strategy – Emerald Publishing
Published: Apr 18, 2016
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