Finding the Synergy when Operating “Bricks and Clicks” Business Models
Finding the Synergy when Operating “Bricks and Clicks” Business Models

Summary/Abstract: This article examines the channel management topic regarding the business model where the electronic commerce (clicks) is used in combination with traditional (brickand- mortar) operations. It is more than obvious that technical innovations and Internet had a remarkable impact in the market in the recent years stimulating many organizations to engage in various activities on the Internet. Finding the synergy between electronic commerce and traditional brick-and-mortar channels in a manner that best utilizes the strengths of each channel is one of most significant challenges facing the organizations nowadays and the main objective of this paper is to present a conceptual framework for internal decisions when operating integrated business models that are using both an online and a physical channel. In doing so, this study pretends not only to provide advance knowledge and understanding but also to address business issues and practical managerial problems.

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