Electronic commerce, marketing channels and logistics platforms––a wholesaler perspective

Electronic commerce, marketing channels and logistics platforms––a wholesaler perspective Electronic commerce may impose new demands which the supply chain has to react to, while at the same time being an enabler of effective marketing and logistics. This paper describes alternative strategies for wholesalers conducting electronic commerce and how logistics may support the development of marketing channels and improve flexibility. Related issues with logistics implications are the decisions whether or not to use multiple channels and if intermediaries should totally bypass dealers, or rather collaborate by letting them manage the marketing relations and bypass them logistically. The concept of “logistics platforms” is discussed, based on empirical findings. Empirically the base is a case study of an intermediary with extensive use of business-to-business electronic commerce in a supply chain with independent dealers. The paper compares theoretical aspects with findings from the case and gives some indications of the potential of electronic commerce and logistics platforms. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Operational Research Elsevier

Electronic commerce, marketing channels and logistics platforms––a wholesaler perspective

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Publisher
Elsevier
Copyright
Copyright © 2002 Elsevier Science B.V.
ISSN
0377-2217
eISSN
1872-6860
DOI
10.1016/S0377-2217(02)00393-4
Publisher site
See Article on Publisher Site

Abstract

Electronic commerce may impose new demands which the supply chain has to react to, while at the same time being an enabler of effective marketing and logistics. This paper describes alternative strategies for wholesalers conducting electronic commerce and how logistics may support the development of marketing channels and improve flexibility. Related issues with logistics implications are the decisions whether or not to use multiple channels and if intermediaries should totally bypass dealers, or rather collaborate by letting them manage the marketing relations and bypass them logistically. The concept of “logistics platforms” is discussed, based on empirical findings. Empirically the base is a case study of an intermediary with extensive use of business-to-business electronic commerce in a supply chain with independent dealers. The paper compares theoretical aspects with findings from the case and gives some indications of the potential of electronic commerce and logistics platforms.

Journal

European Journal of Operational ResearchElsevier

Published: Jan 16, 2003

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